Fandoms have existed for centuries, but there is no doubt they are having a moment right now. From TikTok driven micro fandoms to live shows that sell out in seconds, fans have become the new centre of cultural influence. And where culture thrives, brands have an opportunity to become relevant. To communicate with impact, brands need to evolve from product providers into community partners. That means showing up with authenticity instead of slogans. Not to reach fans, but to empower them.
At Serviceplan Group, we believe in the power of communities and in the way, fandoms create a unique sense of belonging through a shared love for their idols: “Never forget this time in our lives. When we painted each other’s faces, called each other monsters and talked about love and art all night long.”
Yes, I’m quoting Lady Gaga to illustrate just how special it feels to be part of a fandom when you truly understand it. Whether you're a Swiftie, a Little Monster, or simply unapologetically obsessed with your favourite series or game, that passion fuels modern culture and brand relevance alike. There is just one catch: fans know their world inside out, and they can spot inauthenticity instantly. So, the question is: how can brands participate without ruining the vibe? The answer is simple: don’t advertise to fans. Create with them.
Embracing Fandom
Dunkin’ didn’t simply hand Sabrina Carpenter a cup of coffee and call it a partnership. Instead, they created “Shake That Ess”, a brown sugar espresso that playfully referenced her hit song Espresso and her signature sense of humour. It was more than just a drink. It was an inside joke for fans: instantly shareable, delightfully unserious and completely true to her personality.
Spotify took a similar approach with its 2025 campaign, Fan Life. There were no product shots and no playlists. Instead, the campaign celebrated the rituals, looks and quirks of fandoms across genres, from Olivia Rodrigo butterfly tattoos to Oasis windbreakers. The message was all about belonging. Fans were not the audience; they were the story.
During Charli XCX’s UK BRAT tour, a banned tour poster featuring transparent sandwich bags went viral on TikTok. Hellmann’s seized the opportunity with a clever guerrilla activation. Outside the concert venue, the brand handed out “Club Classic” sandwiches, named after one of Charli’s songs and packaged in branded transparent bags as a nod to the controversy. Fans loved the inside joke, and Charli herself posted about it. Proof that the activation struck exactly the right chord. It was not about promoting a product. It was about participating in the fandom.
And when The Weeknd prepared to retire his artist persona, Apple created a two-chapter fan journey together with him. First came a music video shot on the iPhone 16 Pro, teasing the end of an era. Then fans were invited into Apple Stores to experience the video for one of his final songs, Open Hearts, through the Vision Pro. It was not a product demo. It was a cultural moment. Fans came to honour their idol, not to compare technical specifications. Apple enabled that emotional connection and earned more than 40 million fan driven views as well as a 62 percent increase in buzz around Vision Pro.
Getting It Right
At Serviceplan Group, we believe great marketing happens when great moments happen, initiated by a brand that genuinely supports and understands a community. We aim to create emotional experiences, act as allies to communities, and recognise that proximity often matters more than celebrity. But where should brands start if they want to engage with fandoms?
- Speak the fan’s language - Learn the codes before joining the conversation. Understand the memes, inside jokes, and rituals. Hellmann’s baggie stunt worked because only true Charli fans would get it. Don’t just translate your message, adapt your mindset.
- Offer access or exclusivity - Give fans something they genuinely value, not just something you want to sell. Whether it is exclusive content, as Apple did, or a co-created product, as Dunkin’ did, value creates loyalty.
- Create with both the star and the community - Authentic fandom campaigns rarely emerge from the top down. The best work reflects both the artist’s voice and the culture of the fanbase. Dunkin’ collaborated closely with Sabrina Carpenter’s team. Apple built a story that resonated with The Weeknd’s fans. Collaboration creates credibility.
- Celebrate the fandom itself - Sometimes the most powerful move is simply holding up a mirror. Spotify did not say, “Look at us.” It said, “Look at yourselves.” Showcase fan stories, highlight their creativity, and treat them as co-creators rather than consumers.
Brands that behave as part of culture, rather than merely observing it, earn a unique kind of loyalty. The path to brand preference and cultural relevance runs through community. And if you show up with humour, humility and heart, fans will welcome you. But please...
Don’t make it cringe.
By Anne Ertan, Creative Media Consultant at Mediaplus
