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Entertainment: Variety’s Entertainment Marketing Summit Takeaways: How to Activate Fandoms, Engage with the Creator Economy and Reach Gen Z Consumers

Why it is the topic trending:

  • Insights from Top Marketing Executives: The article summarizes key insights and strategies shared by leading marketing executives from major film, television, video gaming, and fashion industries at Variety's Entertainment Marketing Summit.

    • Detailed description: These executives' perspectives on current marketing trends and effective approaches are valuable for industry professionals and anyone interested in entertainment marketing.

  • Focus on Key Audience Segments and Trends: The summit addressed crucial topics in contemporary marketing, including activating fandoms, engaging with the creator economy, and reaching the increasingly influential Gen Z consumer group.

    • Detailed description: These are hot topics in the marketing world, making the takeaways from this summit highly relevant and timely for a broad audience.

  • Expert Opinions and Practical Strategies: The article provides concrete examples and direct quotes from panelists, offering practical strategies and real-world insights into successful marketing practices.

    • Detailed description: The actionable advice and specific examples make the content particularly valuable for those looking to implement these strategies.

  • Discussion of Evolving Marketing Landscape: The summit touched on the shifting relationships between creators and brands, the use of AI in marketing, and the power of sports fandom, highlighting the dynamic nature of the marketing industry.

    • Detailed description: These discussions reflect the ongoing changes and innovations within marketing, making the summit's insights pertinent to understanding the future of the field.

Overview:

Variety's Entertainment Marketing Summit, presented by Deloitte, brought together top marketing executives to discuss their strategies. Recurring themes included the importance of engaging existing fandoms, reaching Gen Z consumers, and the evolving role of creators in brand partnerships. Key takeaways included a call to move beyond strict demographics in marketing (Hallmark), the need to talk to broader audiences (iHeartMedia), leveraging the passion of fandoms like BravoCon (NBCUniversal), recognizing the buying power and autonomy of gaming creators (Havas Play), the necessity of incorporating Gen Z voices into marketing strategies (Blizzard), the importance of leadership embracing AI for marketing success (Teads), Pinterest's successful engagement with K-Pop fandoms, ESPN's strategy of intersecting sports with culture to reach younger audiences, and Sony Pictures Entertainment's approach to engaging both existing and new fans for franchise installments.

Detailed Findings:

  • Moving Beyond Demographics: Hallmark's chief brand officer suggested focusing on psychographics like the desire for connection and goodness, rather than solely on demographics.

  • Talking to Broader Audiences: iHeartMedia's executive marketing advisor cautioned against overly narrow targeting and emphasized the need to reach wider audiences to sell more.

  • Leveraging Fandom Passion: NBCUniversal highlighted the intense fan engagement around BravoCon, leading to successful partnerships with various brands.

  • Empowering Creators: Havas Play executives discussed the increasing power and selectivity of gaming creators and the win-win nature of authentic brand partnerships.

  • Incorporating Gen Z Voices: Blizzard Entertainment's CMO stressed the importance of including Gen Z in the development of marketing strategies.

  • Embracing AI in Marketing: Teads' SVP advocated for leadership adoption of AI to drive efficiency and innovation.

  • Activating Fandoms (Pinterest Example): Pinterest partnered with K-Pop group ENHYPEN at Coachella, demonstrating the power of engaging fandoms.

  • Intersecting Sports and Culture: ESPN is using a "music strategy" and partnering with artists like Travis Scott to engage younger sports audiences.

  • Engaging Franchise Fans: Sony Pictures Entertainment discussed balancing the interests of existing and new fans when rolling out franchise installments like "28 Years Later."

Key Takeaway:

The Entertainment Marketing Summit highlighted the evolving strategies for engaging consumers, emphasizing the power of fandoms, the importance of the creator economy, the need to understand and involve Gen Z, the strategic use of AI, and the value of moving beyond traditional demographic targeting to create authentic connections.

Main Trend:

"The Fandom-First Era of Entertainment Marketing"

Description of the Trend:

This trend describes a significant shift in entertainment marketing where the focus is increasingly on understanding, engaging, and activating existing fandoms. Recognizing the passion and influence of dedicated fan communities, entertainment companies are tailoring their marketing strategies to directly involve fans, leverage their enthusiasm, and empower them to become advocates and drivers of buzz for their favorite content and franchises.

What is Consumer Motivation:

  • Passion for Entertainment: Fandoms are driven by a deep love and enthusiasm for specific movies, TV shows, games, or other forms of entertainment.

  • Desire for Connection: Fans want to connect with each other and feel part of a community around their shared interests.

  • Seeking Engagement: Fans want to interact with the creators and brands they love and feel like their voices are heard.

  • Wanting to Share Their Enthusiasm: Fans often want to spread their love for a particular piece of entertainment to others.

  • Desire for Exclusivity and Recognition: Being part of a fandom can provide access to exclusive content or opportunities.

What is Driving Trend:

  • Power of Social Media: Platforms like Twitter, TikTok, and Reddit allow fandoms to organize, communicate, and amplify their voices.

  • Recognition of Fan Influence: Entertainment companies realize the significant impact that fans can have on the success of a project.

  • Shifting Marketing Strategies: A move away from purely top-down marketing towards more participatory and community-driven approaches.

  • Success of Fan-Driven Movements: Examples of fandoms influencing decisions in the entertainment industry.

What is Motivation Beyond the Trend:

  • Emotional Connection: Fandoms often provide a sense of belonging and emotional resonance.

  • Shared Identity: Being a fan of something can become part of an individual's identity.

Description of Consumers Article is Referring To:

The article refers to dedicated fans of various entertainment properties, including film, television (especially reality TV like Bravo), and video games. It also specifically mentions the power of K-Pop fandoms.

  • Age: While not exclusive, the concept of fandoms is particularly prevalent among younger demographics, including Gen Z.

  • Gender: Not specified as a primary differentiator.

  • Income: Not specified as a primary differentiator.

  • Lifestyle: Individuals who actively engage with their favorite entertainment through online communities, events (like BravoCon), and by sharing their passion with others.

Conclusions:

Entertainment marketing is increasingly focusing on activating the passion and influence of existing fandoms as a key strategy for success.

Implications for Brands:

  • Direct Engagement with Fans: Marketers need to find ways to directly connect with and involve fandoms.

  • Creating Fan-Centric Content: Tailoring marketing materials and experiences to resonate with fan interests.

  • Leveraging Fan-Generated Content: Recognizing and amplifying the content created by fans.

Implication for Society:

Highlights the growing influence of fan communities in shaping the cultural landscape.

Implications for Consumers:

Fans are gaining more power and influence over the entertainment they consume and the way it's marketed.

Implication for Future:

We can expect to see even more sophisticated strategies for engaging and activating fandoms in entertainment marketing.

Consumer Trend (Name)

"The Rise of the Activated Fan: Powering Entertainment Success"

Consumer Trend (Detailed Description)

This trend describes the growing recognition and strategic utilization of highly engaged fans as active participants in the marketing and promotion of entertainment content, where their passion and advocacy are seen as crucial drivers of success.

Consumer Sub Trend (Name)

"Beyond the Screen: Fandom Engagement in the Real World"

Consumer Sub Trend (Detailed Description)

This sub-trend highlights the importance of creating real-world experiences and events (like BravoCon or Pinterest's Coachella activation) that allow fans to connect with each other and the content they love, fostering deeper engagement and loyalty.

Big Social Trend (Name)

"The Democratization of Influence: Fandoms as Powerful Communities"

Big Social Trend (Detailed Description)

Social media has democratized influence, allowing large fan communities to form and exert significant impact on industries, including entertainment.

Worldwide Social Trend (Name)

"Global Fandoms: Connecting Across Borders"

Worldwide Social Trend (Detailed Description)

Fandoms often transcend geographical boundaries, connecting people from all over the world who share a passion for specific entertainment content.

Social Drive (Name)

"Seeking Connection and Belonging Through Shared Passions"

Social Drive (Detailed Description)

The underlying social drive is people's desire to connect with others who share their interests and passions, finding a sense of community and belonging within fandoms.

Learnings for Brands to Use in 2025

  • Engaging and activating existing fandoms is crucial for entertainment marketing success.

    • Detailed description: Fans are powerful advocates.

  • Moving beyond demographics to understand psychographics is important for audience connection.

    • Detailed description: Focus on values and aspirations.

  • Incorporating the voices of the target audience, like Gen Z, into marketing strategies is essential.

    • Detailed description: Involve them in the process.

Strategy Recommendations for brands to follow in 2025

  • Develop strategies to directly engage with and empower existing fan communities.

    • Detail description: Create opportunities for participation and interaction.

  • Focus on understanding the psychographics of their audience to build authentic connections.

    • Detail description: Tailor messaging to values and interests.

  • Actively involve Gen Z in the development of marketing campaigns targeting them.

    • Detail description: Seek their input and perspectives.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified)

"The Fandom-First Era of Entertainment Marketing" is highlighted as a key takeaway from Variety's Entertainment Marketing Summit, emphasizing the crucial role of engaging and activating passionate fan communities for success.

What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It

To benefit from "The Fandom-First Era of Entertainment Marketing" trend in 2025, entertainment companies should prioritize understanding, engaging with, and empowering their existing fandoms by creating opportunities for direct interaction, tailoring content and experiences to resonate with their passions, and recognizing the significant influence fans hold in driving awareness and success. This can be achieved by:

  • Establishing Direct Lines of Communication with Fans: Utilize social media, dedicated online forums, and community platforms to directly engage with fan communities, solicit feedback, and understand their interests.

  • Creating Fan-Centric Content and Experiences: Develop marketing materials, behind-the-scenes content, and exclusive experiences specifically designed to appeal to the interests and desires of dedicated fans.

  • Empowering Fans as Advocates: Recognize and amplify fan-generated content, provide opportunities for fans to share their passion, and potentially involve them in promotional activities.

  • Organizing Fan Events and Activations: Create real-world and virtual events that bring fans together, fostering a sense of community and providing opportunities for deeper engagement with the entertainment property.

  • Incorporating Fan Feedback into Strategy: Actively listen to fan feedback and, where appropriate, incorporate their suggestions and insights into future content, marketing campaigns, and franchise development.

Final Note:

  • Core Trend: The Fandom-First Era of Entertainment Marketing

    • Detailed Description: Focusing marketing on engaging existing fans.

  • Core Strategy: Communicate Directly, Create Fan Content, Empower Advocates, Organize Events, Incorporate Feedback

    • Detailed Description: Talk to fans, make content for them, support their sharing, host gatherings, listen to their ideas.

  • Core Industry Trend: The Growing Influence of Fan Communities in Entertainment

    • Detailed Description: Fans have a big impact on the success of entertainment.

  • Core Consumer Motivation: Seeking Connection and Belonging Through Shared Passions

    • Detailed Description: Fans want to connect with others who love the same things.

Final Conclusion:

In 2025, the entertainment industry will continue to see the power of fandoms as a crucial element of marketing success. By shifting towards a "fandom-first" approach and actively engaging with their passionate audiences, brands and companies can build stronger connections, generate greater enthusiasm, and ultimately drive greater success for their entertainment properties.

  • Core Trend Detailed: The Fandom-First Era of Entertainment Marketing

    • Description: This core trend in the entertainment industry signifies a fundamental shift in marketing strategies where the primary focus is on recognizing, engaging, and empowering existing fandoms. Entertainment companies are increasingly understanding that passionate fan communities wield significant influence and are crucial for the success of films, television shows, video games, and other media. This era is characterized by marketing efforts that directly involve fans, cater to their specific interests, leverage their enthusiasm, and foster a sense of ownership and advocacy for the content they love.

    • Key Characteristics of the Trend (summary):

      • Centrality of Fandoms: Placing fan communities at the core of marketing strategies.

      • Direct Engagement: Actively interacting with fans through various channels.

      • Tailored Content: Creating marketing materials and experiences specifically for fans.

      • Empowerment of Fans: Recognizing and amplifying fan-generated content and advocacy.

      • Building Community: Fostering a sense of belonging and connection among fans.

    • Market and Cultural Signals Supporting the Trend (summary):

      • Summit Discussions: The article highlights the recurring theme of engaging existing fandoms at the Entertainment Marketing Summit.

      • BravoCon Example: NBCUniversal's success with BravoCon demonstrates the power of catering to dedicated fan bases.

      • Pinterest's K-Pop Activation: The immediate impact of ENHYPEN's Pinterest board on fan behavior at Coachella shows the influence of fandoms.

      • Sony's Franchise Strategy: Balancing the needs of existing and new fans for "28 Years Later" exemplifies the focus on fandom engagement.

      • ESPN's Intersection of Sports and Culture: Recognizing the diverse interests of younger audiences, including fandoms around athletes and teams.

    • How the Trend Is Changing Consumer Behavior (summary):

      • Increased Engagement with Brands: Fans are more likely to interact with entertainment companies that value their input and passion.

      • Becoming Active Promoters: Fandoms are organically sharing their enthusiasm and encouraging others to engage with the content.

      • Seeking Deeper Connections: Fans desire more than just passive consumption; they want to feel connected to the creators and the content.

      • Influencing Others: Fandoms play a significant role in word-of-mouth marketing and can sway the viewing habits of others.

    • Implications Across the Ecosystem (summary):

      • For Entertainment Companies: Need to invest in strategies that foster meaningful engagement with fan communities.

      • For Marketing Teams: Requires a shift towards more community-focused and participatory approaches.

      • For Content Creators: Opportunity to build strong relationships with their audience and gain valuable feedback.

      • For Social Media Platforms: Increased activity and engagement within fan communities.

      • For Consumers (Fans): Feeling more valued and influential, with opportunities for deeper engagement with their favorite entertainment.

    • Strategic Forecast: The fandom-first era of entertainment marketing is expected to continue to grow in importance. As fans become increasingly vocal and influential in the digital age, entertainment companies will need to prioritize building strong, authentic relationships with these communities to achieve long-term success.

    • Final Thought: Recognizing the immense power and passion of fandoms is no longer a niche marketing tactic but a fundamental shift in how entertainment is promoted. By actively engaging and empowering their fans, entertainment companies can unlock a powerful force for driving awareness, building loyalty, and achieving greater success in an increasingly competitive landscape.

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