SXSW 2025
Unleashing Brand Fandom: Turning Fans into Advocates
Description:
In an era where everything is social—from media to retail—fans don’t just consume; they advocate. Whether it’s a championship team, a new movie franchise, or the season’s hottest toy, fandom can be a double-edged sword if not approached authentically. For leading brands, data and insights are essential to navigating the complexities of the increasingly fragmented fan landscape. Drawing on the latest fan research from NRG, this panel brings together industry leaders from Mattel, Paramount, and the NBA to discuss how to win trust with fan communities across mediums.
Additional Supporting Materials
Other Resources / Information
Takeaways
- Understanding recent trends and new developments in brand fandom, including the return of nostalgia/retro fandoms and digital advocacy.
- Effective strategies for transforming fans into brand advocates and partners.
- Leveraging insights and data-backed strategies to scale fandoms across new mediums.
Speakers
- Fotoulla Damaskos, EVP, Head of Brand & Advertising Strategy, National Research Group
- Alanna Fernandes, Head of Global Franchise & Partnership Acceleration, Mattel
- Erin McDonough, Vice President, Global Strategy And Insights, Paramount Pictures
- Jenny Whitlock, SVP, Head of Global Fan Marketing, National Basketball Association
Organizer
Grady Miller, Chief Marketing Officer, National Research Group
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