Whose fan are you? Until a few years ago, the word ‘fandom’ was only used for pop cultures, such as idols and actors. However, as usage gradually expanded, consumers who liked a company formed a fandom. Companies are continuously communicating with consumers and expanding their fandom culture.
Fandom marketing is a recent emerging marketing strategy. Fandom marketing is shaping how brands engage with their audience. Most consumers constantly look for brands because the market and trends change rapidly every quarter or year. Companies with consistent consumers can manage the crisis and will be less affected by competitor discounts. Fandom marketing has brought many changes to marketing. First, it is a change of perspective on consumers. Marketers think of consumers, not just consumers but company fans. Next, sales are considered the beginning of a new relationship, not the end of marketing. Then, there is a change in promotion methods. Unlike in the past, when new products were released, fan parties have been held recently. In the case of Samsung Electronics, it has been holding a ‘Galaxy Fan Party’ since 2017 by inviting people who truly like Galaxy. David Meerman Scott, an online marketing strategist, emphasized fandom marketing in the future, saying that the relationship between consumers and companies through fandom is stronger than any other marketing.
There are three types of fandom marketing: storytelling, the use of digital technology, and collaboration with other fandoms. Apple is an example of storytelling. Apple uses underdog storytelling based on the story of Apple founder Steve Jobs. An example of the use of digital technology is the Xiaomi fan club ‘Mifun.’ Xiaomi has allowed fans to participate in product development, from testing the smartphone operating system at the beginning of a business. McDonald’s and BTS are successful examples of collaboration between fandoms. The BTS meal, released by McDonald’s in May 2021, sold more than 1.4 million sets in Korea. Since the launch of The BTS meal, McDonald’s sales in the second quarter have increased by 57% year-on-year to $5.89 billion.
However, marketing can fail if fandom is viewed as a simple marketing tool. In October 2021, Harim Group selected Squid Game actor Lee Jung-jae as a premium ramen model but failed celebrity marketing with no story or context. Zoe Fraade-Blanar, an author of Superfandom, warned that marketers should be careful not to feel betrayed by their fandom.
