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.

Amplify, a marketing agency specializing in strategy, experiences and amplification, created the film because it's "a subject close to our heart," says founder Jonathan Emmins. "Brands are constantly being challenged to evolve, progress and communicate with their fanbase and this process is fascinating. Identifying fans, understanding them and working with them in the right way, can help elevate a brand from a logo to a cultural icon.” Click here to watch it on Vimeo.