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SXSW 2018

The Power of Obsessives: How to Harness Fandom

The level of “obsessiveness” in today’s culture has reached new heights and brands from entertainment to travel have taken note. Television series are pulling out the stops to ignite and reward their avid fan bases, creating virtual scavenger hunts and elaborate trailer drops. Cities are shedding their tourist trappings to home in on favorite cultural obscurities. Join pros from HBO and the city of New Orleans, as they discuss what’s driving the pulse behind today’s obsessive consumer behavior.

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  1. Where did fandom come from?
  2. What’s the algorithm driving today’s obsessive consumer behavior?
  3. How can you leverage brand power through fans?



Ali Mitchell, Mktg Coord, 360i

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Brands & Marketing
  • Level: Beginner
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