Why Brands Should Prepare for the Rise of Super Fans

Data reveals a growing number of consumers are basing their identity on movies, music and video games

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

There’s nothing new about people showing great enthusiasm for their favorite books, movies and musical acts. Songs and stories shape society. Life imitates art.

At the same time, culture is not static. Things change. Smartphones, social media, streaming platforms and investors looking to make more money from the intellectual property through various adaptations have helped fuel the rise of so-called super fans—consumers who dedicate enough time and energy toward enjoying celebrities and fictional characters that the activity becomes part of their identity.

A

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in