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28 Oct, 4 tweets, 2 min read
🚨NEW PODCAST CHAT🚨

I sat down with @apierno for his ‘The Strategy Inside Everything’ podcast to talk about fandoms, the new dynamics of creative control and how brands can tap into these shifting behaviours and expectations.

zoescaman.substack.com/p/fandom-and-t…
On CPG brands and fandom dynamics...
On the difference between loyalty programs and fandoms...
On why social followings are NOT communities...

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More from @zoescaman

Zoe Scaman Profile picture
29 Oct
1/16

No surprise at all.

Alessandro Michele is a genius, not only as a creative, but as a brand thinker. He has reinvented Gucci for a new era, unafraid to challenge the very nature of what constitutes a luxury brand, who they market to, where they show up, how they behave...
2/16

Their recent partnership with 3D Avatar company, Geenie allows customers to create their own virtual self, via which they can try on new clothes and styles. Image
3/16

Last year, they launched a Gucci Arcade feature on its mobile app, giving users the opportunity to play retro-style games in exchange for Gucci digital badges. Image
Read 17 tweets
Zoe Scaman Profile picture
28 Oct
Right now, I’m lucky enough to be working with a superstar athlete in the NBA to build his brand, kickstart his fandom and to explore how a basketball team can evolve into a multifaceted entertainment franchise.

I am learning a lot and having SO much fun in the process.
But this isn’t something that only this particular NBA player should be spending time and energy on, it’s of critical importance for all athletes (and celebrities).

In a recent study, it was revealed that just 53% of Gen Zers identify as sports fans.

morningconsult.com/2020/09/28/gen…
That’s scary.

It means that young people are dropping out of the sports complex, they’re less interested in watching live games, in following teams, in buying tickets or in supporting the growth of the leagues.

That’s a commercial disaster waiting to happen.
Read 11 tweets
Zoe Scaman Profile picture
27 Oct
When it comes to the concept of 'community', most brands and marketers see it purely as building a following who they can then broadcast out to on a regular basis, without having to shell out more and more ad-cash to reach them.

But they're missing an important point...
True communities are not passive recipients of communications, they are peer-to-peer, participative players, with whom you can create insanely valuable feedback loops, which help to drive the brand and business forwards.

They are GENERATIVE.
An incredible example of this is Spotify's 'Rockstars' program, a close-knit community of 50 of their most avid fans who not only love the product but who are helping to drive it in new and exciting directions.

community.spotify.com/t5/Rock-Stars/…
Read 8 tweets
Zoe Scaman Profile picture
25 Oct
1/8
Last night, Billie Eilish smashed it out of the park with her ticketed livestream event 'WHERE DO WE GO?'

It was an absolute masterclass in multi-media, fan-fuelled, hype-driven, insane quality entertainment.
2/8
The event was priced at $30 a pop, a lot for her young fans in the midst of a pandemic, but it didn't prove a barrier for their love of Billie.

She worked with Spotify to tease content ahead of the event, releasing fan-focused ltd edition merch

3/8
As well as a number of other partners to ensure that the lead up and the hype was absolutely unmissable.

Verizon, Postmates, Global Citizen.

Read 11 tweets
Zoe Scaman Profile picture
30 Aug
1/5
In a talk I did earlier this year about big entertainment trends that were rapidly reshaping the wider landscape, I mentioned that the boundaries between content, commerce & community would soon be blurring into one.

Well, I wasn't far off...
2/5
This fantastic deep-dive presentation details the new formula that makes up what they've coined 'interactive ecommerce' - combining recommendation, community & entertainment.

It then delves into the best example of it in the world today, Pinduoduo

dropbox.com/s/dkkv5b3ru06t…
3/5
Pinduoduo is an incredible company, with a totally new model, that's seen them go from zero to $100 billion in five years.

Explore this great long read on them by @TurnerNovak

turner.substack.com/p/pinduoduo-an…
Read 5 tweets
Zoe Scaman Profile picture
18 Aug
1/8
The advertising industry should be quaking in their boots right about now.

Because they are being intensely squeezed on all sides - creativity, content & distribution

And I'm willing to bet that most can't even see what's happening & how fast it's coming around the bend
2/8
On one side, you've got the Gen Z/TikTok creators who are making their own insane content with unrestricted imagination, limitless experimentation & platforms that can push it out to millions, making them an overnight success.

3/8
On the other side, you've got gigantic content & distribution powerhouses getting into the agency game, bypassing the industry players & offering brands everything they'd want & more, all tied up with a shiny bow.

That's right, please welcome Disney CreativeWorks
Read 8 tweets

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