In today's fiercely competitive market, brands are constantly seeking innovative ways to capture the attention and loyalty of their target audience. Companies are constantly trying to expand their customer base, and the NFL is no different.
Calling all Swifties
Even though the NFL announced Usher as the Super Bowl Halftime Show entertainment last weekend, that news was quickly usurped with the news that Taylor Swift was attending a Kansas City Chiefs game in support of her rumored new boyfriend, Travis Kelce. Not only that, she was in his box, seated next to his mother. It was Taylor Swift’s NFL now.
One effective strategy that has gained prominence is tapping into established fandoms, particularly those rooted in music and children's movies. By aligning with the passions and interests of these fan communities, brands can not only drive attention but also foster a deeper sense of brand affinity.
The NFL clearly understands this and has doubled down. They could have easily acted like they were too cool to acknowledge Taylor, but they didn’t. What did they do instead? They fangirled. HARD.
They unapologetically fangirled Taylor, not only aligning themselves with Swifties, but in essence, welcoming all Swifties to join in and be a part of the space. A space where Swifties are welcomed by a fellow fan.
Did it work? You tell me.
The Next Generation
Now that the Swifties are on board, it’s time to capture the attention of future fans — of the next generation: the kids.
Usually, when brands go after younger audiences, it leads to cringey content that shows how out of touch the brand is with younger audiences vs. “we get you” type of content.
By tapping into an established IP (intellectual property) that already has a connection to the desired target market, you can get their attention without it being weird. The NFL did this flawlessly by offering a Toy Story style football game.
The NFL found a way to create an overlap with their brand and Toy Story, capturing the attention of a younger audience while doing it in the style that they gravitate towards.
Check out these little ones getting excited to watch a football game!
Finding the overlap between your brand and another fandom creates a connective opportunity to expand awareness and affinity. The NFL leaned into these and created moments to remember.
So… you watched all of this take place over the weekend, and you want to pitch doing something similar for the company you work for, and you need to create a business case for doing it.
Here you go.
Access to Engaged Audiences: Established fandoms are often passionate and highly engaged communities. By aligning with these communities, brands gain access to a ready-made, captivated audience that is already interested in the associated music, movies, or franchises. This can significantly reduce the effort required to attract and engage potential customers.
Enhanced Credibility and Trust: When a brand is associated with a beloved band, movie franchise, or cultural phenomenon, it can inherit some of the credibility and trust that fans have for those entities. This association can make potential customers more likely to trust and consider the brand, especially if they share the same interests.
Increased Visibility and Awareness: Collaborating with established fandoms allows brands to tap into the extensive reach and visibility these communities have. Fandoms are active on social media, forums, and other online platforms, and their discussions and content often go viral. This exposure can lead to increased brand recognition and awareness.
Targeted Marketing Opportunities: Fandoms often have well-defined demographics and characteristics. Brands can leverage this information to precisely target their marketing efforts to reach the desired audience. This targeted approach can result in more efficient and cost-effective marketing campaigns.
Boost in Brand Affinity: By associating with something fans are passionate about, brands can create an emotional connection and a sense of shared values with their target audience. This boosts brand affinity, making customers more likely to choose, support, and advocate for the brand.
Opportunities for Creativity: Collaborating with fandoms offers brands the chance to get creative with their marketing strategies. They can design unique, themed campaigns, merchandise, and content that resonate with the fandom's interests. This creativity can help brands stand out in a crowded marketplace.
User-Generated Content: Fandoms are often prolific creators of user-generated content (UGC). By encouraging and harnessing this content, brands can benefit from authentic endorsements and enthusiastic testimonials from fans. This user-generated content can serve as powerful social proof and marketing material.
Cross-Promotion: Collaborations with established fandoms can lead to cross-promotional opportunities. Bands may feature a brand in their music videos or at concerts, while movie franchises can include brand references in their films. Such cross-promotion can expose the brand to a wider audience.
Enhanced Customer Retention: When brands engage with fandoms, they also have the opportunity to convert existing customers into advocates. Fans who feel a strong connection to the brand because of their shared interests are more likely to remain loyal, contribute to brand loyalty, and refer others.
Cultural Relevance: Staying culturally relevant is essential for brands, especially in fast-paced industries. Associating with popular music, movies, or franchises helps brands remain current and connected to evolving consumer trends.
That cultural relevance part is crucial. We see it in the meme proliferation across brand content and why everyone (and I mean everyone) talked about the Roman Empire for about two weeks. If your brand feels timely and relevant, it opens up opportunities to expand reach and impact.
No matter what fandoms you’re a part of, there is something deeply passionate about the part of you that wants to consume everything related to it. It influences a lot of your behavior, and we’ll continue to see brands wanting to tap into this power.
Until next week, have a great week, and stay nerdy!
CG