We’ll continue to delve into the fandom phenomena in the social media age in this module.
Read the two articles below:
Blame millennials: McDonald’s candles smell like the future of marketing (Fast Company, Feb. 2020)
Innovating with fans: Social games and technology design (User Experience Magazine, Sept. 2016)
The two articles traced the development of the emerging marketing trend: Cultural production becomes an increasingly important part of branding experiences, and social media-driven fan activities propelled this trend even further.
Please find an uprising fan club merch and apply course concepts from Ch. 11 to discuss how such a merch functions in the social media fan economy.
As you’re looking for the case for the fan club merch, please note the following things:
The fan club merch should be an everyday object first, like McDonald’s candles, a Crystal Pepsi engagement ring, Supreme-branded Oreos, or KFC Crocs. Then it functions as a fan club merch like a magic wand for Harry Potter series.
Traditional fan merch for Pokemon Go, Star Wars, and so on are not counted, because they don’t represent new social media marketing trends. Unless you can find some emerging social media-related cultural practices with them.
If possible, please look at a different fan club merch that is not covered in the readings yet.
Ch. 11 provides a comprehensive set of concepts, and feel free to choose an angle to study the social media marketing as long as your post has a clear thesis statement and develops a coherent argument.
Book’scix name: Humphreys: Social Media
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