The Power of Fandom - Obsessive levels of fandom around celebrities (and brands) can have a dramatic impact, for better or worse. For celebrities, boundaries can become blurred, parasocial relationships feel almost real. For brands, this can mean the expectations from fans can be higher as their level of loyalty increases. To maintain and retain loyal and engaged fanbases, it’s about putting them at the centre of everything you do, and showing them respect. There are also clever ways you can harness niche fandoms and drive brand love by inspiring and tapping into the passion and creativity young people have. Interested in reading more about modern fandoms? Check out this piece on niche celebrities taking over the internet to get greater insight into fandom fragmentation, and this one on how BTS became one of the most popular bands in history.
Drama: To Add Or Not To Add? - Between all the characters, the clips and quotes, the premiere is bringing drama that internet users can talk about, twist, own and spread with ease. Everyone’s having fun filling in the blanks in creative ways. It’s always fun seeing a new meme come to life - but while it’s tempting to react it’s not always the right thing to do, especially considering the unseen underlying tensions. Consider how you can add value in a conversation rather than do something for the sake of it.
“One of reasons why this particular meme sensation went viral so quickly (aside from our unquenchable thirst for celeb drama) was simply because of how many components there were washing over the internet. It’s possible to find a way in, without going too deep into the drama. From Harry’s irresistible soundbite which could be reworked and remixed to suit basically any brand, see great examples from Delta and Nandos, to the excruciatingly awkward visuals of the cast at the festival press conference and premiere, lampooned fantastically by Ryanair and Dominos. No FYP [For You Page] or algorithmic preference could contain seeing or hearing about this! ” Dylan Newe, Senior Manager, Social & Digital Innovation Team
Equality & Intersectionality: It can be easy to disregard the bigger picture sometimes, but don’t forget the political and social undertones of a viral online joke. There are many important social justice conversations ongoing, especially in Hollywood, around the likes of gender equality. Ensure you are on the right side of history when it comes to these issues that younger generations care deeply about, and continue to drive a focus on equality and safe work cultures - there’s still a lot of work to be done.