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It’s official: fandom culture has taken over the marketing world. Once just niche groups of die-hard devotees, these powerful communities have exploded into massive global phenomenons with unmatched influential power.
Defined as large groups of people who passionately follow a specific figure, genre, or media property, fandoms have become cultural forces in their own right. These groups don’t just like what they follow — they live for it.
64% of fans say their fandom is a defining part of their identity.
From Swifties and the Beyhive to superhero aficionados, sports fanatics, and enthusiastic gamers, mega-fandoms have become vital in shaping consumer behavior and pop culture. And with social media turbocharging fan loyalty and real-time engagement, smart brands are realizing that leveraging these fan bases can unlock serious marketing potential. But how?
Understanding the Psychology of Fandom
What makes fandoms so powerful for marketers? Two things: emotional investment and deep affiliation.
Real fans are emotionally connected to their favorite artists and franchises, not just casually — they’re all in. This deep bond makes them more likely to support brands that align with their interests. So much so that, according to Amazon Ads, 55% of fans say they’re more likely to consider a brand that sponsors content related to their fandom.
“Fandom provides consumers with a source of connection, belonging, joy and excitement,” explains Kearney’s Consumer Institute lead Katie Thomas. “Superfans are often unwaveringly loyal, voice opinions on the brand, and financially invest in it.”
The sense of community fandoms provide can be a huge draw for new buyers and future superfans.
These groups provide a genuine feeling of connection and acceptance, which is why fans spend so much time and energy supporting the things they love. And for brands, tapping into that community vibe can create loyalty and excitement that traditional marketing still struggles to score.
Eager to learn how? Read on to see how three leading brands are making the most of stan culture with standout campaigns, collaborations, and smart pop culture influencer marketing strategies.
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3 Ways to Effectively Tap Into Fandom Engagement
Limited Edition Collaborations and Merchandise
Exclusive, limited-edition merchandise and experiences tap into a scarcity mindset that’s especially effective within dedicated fandoms. Often willing to pay a premium or go to great lengths for these one-off events or one-of-a-kind collaborations, mega fans are known for their desire to show off their love for a franchise, artist, or cultural moment.
By creating limited-edition products tied to a particular fandom, brands can generate excitement, urgency, and emotional connections with consumers. These collaborations are often perceived as collector’s items, making them even more desirable and giving fans the feeling that they’re part of something special.
For marketers, the key is making this kind of involvement feel natural, not forced. Authentically aligning with the values and aesthetics of a certain fandom can enhance credibility, creating direct associations between the brand and a deeply passionate community — which makes for a more engaging and widely shareable campaign.
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Brand Example: McDonald’s Becomes WcDonald’s to Celebrate Anime Fandom
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Earlier this year, McDonald’s made waves in anime fandom when it temporarily turned itself into WcDonald’s in a playful nod to how the fast food giant is often portrayed in anime. By leaning into an existing inside joke, created within the fandom itself, the chain restaurant showed a genuine understanding and appreciation of anime, endearing and engaging fans all the more.
“The WcDonald’s universe is a reflection of what fans have created,” says Tariq Hassan, Chief Marketing and Customer Experience Officer at McDonald’s USA. “It honors their vision and celebrates their creativity, while authentically bringing it to life in our restaurants for the first time ever.”
Anime is a huge part of today’s culture, and we love that our fans have been inviting us into the conversation for years.
The effort included a limited-edition, Asian-inspired sauce featuring ginger, garlic, soy, and chili with manga packaging and a whole new cast of characters illustrated by anime artist Acky Bright for special shorts and comic strips. But the star of the show? An immersive, multi-sensory dining experience that transformed one Los Angeles location into the world’s first real-life WcDonalds.
Paving the way for a valuable slew of user-generated content across social, delighted fans dressed up and got in line for a taste of the new treat as well as enviable merch like posters, shirts, toys, and tote bags — plus a chance to experience their beloved animated world like never before.
Fan-Focused Sponsorships and Influencer Partnerships
Influencer marketing isn’t new, but when you combine it with fandoms, its power becomes even more potent. Whether YouTubers, Instagram creators, or thought leaders, fan communities often revolve around a few key voices that are deeply trusted by their audience. In turn, brands that partner with these influencers gain instant cred with marketing that feels more genuine and less like a commercial grab.
To make this work, it’s crucial to collaborate with influencers who truly resonate with the fandom. If the influencer already has the community’s trust, their involvement will feel like a natural extension of the fan conversation instead of some kind of corporate play. This tactic can work particularly well in niche B2B markets, where influencers often play the role of educators and thought leaders — but entertainment can be key as well.
Brand Example: Autodesk Leverages Star Wars Fandom Fame
Autodesk surprised Star Wars fans when it teamed up with Disney to promote the franchise’s highly anticipated new series, The Acolyte. Known for its cutting-edge 3D modeling software and animation tools, Autodesk was directly involved in creating visual effects for the show. But they didn’t just stop at product placement.
On May, 4th (Star Wars day for those not in the know), the company released a minute-long video celebrating the designers and creators who’ve made the Star Wars universe possible and brought it to life. The behind-the-scenes look has garnered over 35,000 views on YouTube, impressive for a B2B effort that spoke to die-hard Star Wars fans as well as professionals in the entertainment industry to demonstrate how Autodesk can elevate their own projects — whatever they may be.
The campaign struck the perfect balance, building excitement around The Acolyte while positioning Autodesk as an essential tool for anyone serious about animation and special effects. And with a Droid Maker contest encouraging fans and followers to join in on the fun with their own creation (and a chance to meet a Lucasfilm exec!), the team was able to widen the effort’s engagement even more.
“Autodesk’s software helps design and make the world we live in — and the galaxy far, far away,” said Dara Treseder, the company’s CMO. “We hope our droid maker contest inspires makers and innovators alike to bring their wildest imaginations to life.”
We’re thrilled to partner with our long-time customers, Disney and Lucasfilm, to remind people that with Autodesk’s Design and Make Platform, you can truly make anything.
Nostalgic Pop Culture Marketing
Nostalgia is another powerful tool in marketing, especially with fandoms that span generations. For many fans, their love of a particular franchise, game, or artist started in childhood, and nostalgia marketing leverages the warm, positive feelings people associate with the past and ties those feelings to the brand.
Whether it’s a throwback song or an iconic character, the right touch of nostalgia can make fans feel connected to a brand in a deeply emotional way. But the beauty of nostalgia marketing is that it doesn’t just appeal to long-time fans; it can also introduce new generations to a beloved classic. By tapping into a collective memory and that emotional resonance, brands can work towards reigniting fan enthusiasm — or lighting it up for the very first time.
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Brand Example: Target Brings Back Hit Michelle Branch Song
In a standout example, this year Target captured millennial nostalgia by bringing back Michelle Branch’s early 2000s hit song “Everywhere” for its “That Target Feeling” campaign. The ad features scenes of friends, families, and solo shoppers enjoying their time at Target, all set to Branch’s familiar tune but updated lyrics specific to the store and influenced by Target’s own fanbase.
“This campaign is inspired by real experiences shoppers have shared on social — those small, fun, and sometimes unexpected moments of discovery and delight in our aisles that make us Target,” says Lisa Roath, the retail giant’s CMO.
We’re lifting that joy up in our marketing this year as we continue leaning into nostalgia and humor in new ways.
For millennials who grew up with the song playing on the radio, the campaign was a major throwback to simpler times that created an instant emotional connection. And with feel-good Y2K pop culture trending across the board, the spot made sense for younger viewers as well. Thanks to the use of nostalgia and a long-existing fandom, Target was able to foster deeper connections with its core audience while creating a viral moment that resonated across generations.
