FanCulture: Tracing The Evolution of Influence

FanCulture is a short film that explores the relationship between fans and brands and the methods used to harness that enthusiasm in marketing.

Featuring interviews with leading academics, brand strategists and fans including Dr. Matt Hills, Sony PlayStation, Fred Perry, UK broadcaster Channel 4, Polydor Records, the Kaiser Chiefs and "superfans" of brands from Nike to Marmite, it explores the issues at the heart of the brand-fan relationship such as: Is there a formula to creating fans, how much can fans be worth to a brand, and why engaging enthusiasts and brand ambassadors should become more than just buying "Likes" on Facebook.Continue reading...