Power of Fandom: Opportunity for Destination Marketing
Fandom has been a secret marketing tool used for many years by those working in fantasy and sci-fi areas, as well as films based on popular sci-fi and fantasy books, comic series, along with cult or classic films. For many years, fandom as a concept has been perceived as a niche subculture and not something that offers value for the mainstream. That has changed in recent years and brands ahead of the curve have been harnessing the power of fandom to their advantage.
Quick History of Fandom
Fandom as a phenomenon first entered pop culture with the era of the Star Trek series, fuelled in part by being shown on repeat on TV over the 70s and into the 80s, and seeing the growth of fan conventions that remain active to this day. TV shows like The X-Files and Buffy the Vampire Slayer in the late 90s, came at a time when there was a growth of online forums where avid fans would gather to meet like minded fans, rather than have to wait to go to an event. Thus was born the era of the digital fandom. For many years, however, the bigger studios and IP owners on the whole ignored fandom, as it was seen as a part of “geek” culture and of no help to mainstream marketing efforts.
Fast forward, and other shows have picked up dedicated fans, with the likes of Friends, the reboot of Dr. Who, The Sopranos, Mad Men, Breaking Bad, Game of Thrones, and now Succession.
Paying Attention
Now, three decades after the start of the online community world, fandom is moving into the mainstream and has increasingly become the marketing tool of choice. More and more brands, sports, gaming, film and TV projects are embracing the power of fandom, which can no longer be ignored. This shift is fueled in part by the growth of social media and the creator economy, and the breakdown of the traditional media and making targeting audiences much harder in this fragmented landscape.
For the screen tourism industry and destination promoters, projects with loyal fan bases – or wider IPs with a strong legacy – represent significant opportunities. Now is the time to think about how to utilise fandom and integrate it into strategies for film tourism and destination marketing.
It’s essential to research thoroughly before engaging with the fans, listening to what they are saying and most importantly when engaging, acting authentically. Opportunities to engage should always meet fans where they are at, so the platforms and places they tend to gather, and align with what works for them, rather than what is convenient for the brand.
Power of Fans
What was once an insular community that was difficult to access has now become a dynamic, global phenomenon. With the boom in social media and digital community spaces, it is easier to identify fandoms, see what they are saying, and understand their reactions to popular projects. Fandoms have evolved into key indicators if not drivers of consumer behavior, and in some cases, they even make or break films before their release, based on reactions to early artwork and trailers.
For example, the 2023 release of Barbie turned its fandom-driven campaign into a global phenomenon, using vibrant visuals, brand collaborations, and social media buzz to create an unparalleled cultural moment. Similarly, Universal’s has copied the Barbie formula, for Wicked film, and leaned into its established fanbase of the musical by engaging directly through themed merchandise, appearances by its stars, and promotions at Universal theme parks, ensuring excitement ahead of its release.
Conversely, recent film history is full of examples where fandoms heavily criticised films or expressed dissatisfaction when TV or movie projects deviated from what they hold dear. Gatekeepers in fandom communities often play a significant role in shaping a project’s reception.
Recent Projects with Large Fandoms
Recent projects with large fandoms include globally recognized franchises such as The Lord of the Rings and The Hobbit, Harry Potter, Star Wars, the Marvel and DC universes, and James Bond. TV series like Succession, Yellowstone, Game of Thrones, Doctor Who, and Stranger Things have also created massive, engaged communities. As earlier, older series like Breaking Bad, Friends, Buffy the Vampire Slayer, The Sopranos, and Sex and the City continue to remain popular in fandom culture thanks to streaming and new fans discovering this classic series.
The gaming world, too, has its own loyal fandoms that often cross over into the film world when they are adapted for the big screen. These fandoms not only engage with their favorite franchises but also influence tourism trends by visiting tourist destinations linked to films adapted into games, series, or movies.
Superfans + Fandom
One important aspect of fandom is the level of time fans invest. Many are willing to travel and dedicate significant portions of their free time to engaging with the worlds and stories they love. This enthusiasm creates opportunities for film tourism, screen tourism, and destination marketing, where fans will visit iconic filming locations to experience these fictional worlds in real life.
Superfans, who represent a step up from regular fans within the fandom space, are more likely, according to YouTube’s 2024 report on fandom, to devour content related to their passion. YouTube found that 65% of Gen Z want content that’s personally relevant to them is more important than the content that lots of other people talk about. The lesson for destinations is clear: create content that speaks directly to fans’ passions, and they will eagerly engage with it. Avoid expecting fans to engage with generic, mass-market content.
Let’s look at some of those that have been observing fandom over the last decade.
Authentic Engagement
So how has it become one of the most powerful forces in modern marketing and culture? Jenny Stiven, a leading commentator on fandom culture within the sci-fi space, stresses the importance of authentic engagement between intellectual property (IP) owners and their fan communities. Understanding the unique cultures and dynamics of fandoms is essential for brands to build meaningful, enduring relationships. It is no longer a one-way street, and fans are not just passive consumers. Instead, they are creators, collaborators, and cultural influencers, and they will be vocal if they do not like something.
Self-Expression
Zoe Fraade-Blanar, co-founder of Squishable, in her book Superfandom: How Our Obsessions are Changing What We Buy and Who We Are, explores how fandom is no longer a niche market, how modern consumers increasingly interact with brands, and how it serves as a way of self-expression among like-minded people. On the sense of community, Zoe states in the book: “It’s a whole lot easier to express our unique individuality if there’s a larger community backing us up, reassuring us we’re still socially acceptable.”
In this regard, fandom isn’t just about love for a movie, game, or series—it’s a way of belonging. For brands and destinations, the lesson is clear: to thrive in today’s landscape and best work with a fandom community, brands must treat it not as an afterthought but as a cornerstone of their strategy, especially when engaging with cultural tourism and fan-driven experiences.
Blurred Line Between Fan and Creator
One of the most striking developments in fandom culture is the increasingly blurred line between fan and creator. Fandom has always existed, but together with the boom in the creator economy, it has become more powerful.
Kevin Allocca, Head of Culture and Trends at YouTube, has commented extensively on the rise of the creator economy and its significant crossover with fandom, along with shaping cultural phenomena.
On the creator’s role in popular culture, Kevin said, “Creators have made the connection between a fan and the thing they are a fan of, the foundational unit of popular culture. And right now is a fascinating moment when the intersection of fans, creators, and video have shifted the role that fandom plays in creating and shaping cultural phenomena”.
Platforms like TikTok, YouTube, and Instagram have empowered fans to remix, reinterpret, and extend the stories they love. Why can’t this also apply to destination marketing and screen tourism? Fan-made videos, memes, and art often go viral, amplifying the reach of the original intellectual property. This type of participatory culture creates a ripple effect that traditional campaigns often struggle to replicate. It will be interesting to see how destinations become more creative in their engagement with fans in the coming years.
Co-Creation
This is one of the harder areas for traditionally minded brands, destinations, and locations to get on board with. Why? Because the ways of working are different in this space in order to get the holy grail, authentic content that performs well on social media.
Unlike traditional video marketing, which feels more transactional and paying for services, co-creation involves collaborating with creators often through creating user-generated content (UGC). While this approach can initially feel risky – especially for those accustomed to tightly managed campaigns, it has proven to yield significant benefits. Co-created content frequently outperforms conventional advertisements on social media, thanks to its authenticity and relatability with audiences. In a survey from OfferPop, UGC results in 29% higher web conversions than campaigns or websites without it.
For destinations exploring this space for the first time, a cautious ‘test and learn’ approach can ease the transition. Starting with smaller initiatives allows brands to assess what resonates while building trust and refining future collaborations.
Transmedia Storytelling: See Location as a Character in the Film
Whether through comics, spin-off series, games, or immersive experiences, franchises that master transmedia storytelling create richer, more engaging worlds that fans want to inhabit. This kind of storytelling builds intricate, interconnected narratives that reward fan engagement and exploration. For destinations, this is an opportunity to align themselves with transmedia storytelling, treating their filming locations not just as backdrops but as key players in a franchise’s success.
When the location becomes one of the main ingredients of a film’s success, campaigns can lean into the emotional connections that the fandom will have. This creates opportunities to build a coherent strategy in collaboration with studios and production companies, to position the destination as an extension of the franchise’s world-building.
Lessons for Destination Marketing
At its heart, fandom is about connection – both to the stories fans love and to the communities that form around them. It represents a shift away from traditional top-down marketing towards a more collaborative, participatory model.
Modern franchises and brands succeed when they listen, adapt, and co-create with their fans. By embracing fandom’s power, destinations can unlock deeper engagement with audiences, creating experiences that resonate beyond the screen.
Watch-Outs
While fandom offers significant opportunities for destinations, there are risks. Thorough research is essential to ensure authenticity in communication, as communities will quickly notice and call out anything that doesn’t ring true. Vetting creators is also critical to ensure their values align with those of the destination or project. This includes reviewing their past content, assessing any previous collaborations or travel trips, and evaluating the tone and style of their commentary.
For gatekeepers within fandoms – who can be highly critical of missteps in films or TV series – their expectations from a destination often differ from those of casual tourists with no emotional connection. This may make them more hypercritical if they feel what they experience at a location doesn’t match their expectations, in ways other visitors might overlook. However, these challenges should not deter destinations from working with fans and creators.
As seen in many examples from pop culture, especially among anime fans, something as simple as taking a photo of a building and comparing it to its portrayal in a film can be immensely satisfying, regardless of how it appears in real life. Conversely, this doesn’t mean that destinations shouldn’t make an effort to enhance the visitor experience at key locations.
The Joy It Brings
When the visitor experience for films and TV are well structured at a destination – a tour, an experience, a map and information, supporting business – the joy fans feel when finally seeing these places in real life cannot be overstated. That is why fandom strategies when done right are so important.
Looking at wider popular culture, Taylor Swift’s Eras Tour this year inspired travel-themed packages and events globally, with fans eager to visit iconic tour locations such as North American fans and creators travelling to Europe. Businesses also catered to incoming Swifties with special events and packages including themed tours and suggested itineraries by Contiki around key tour dates.Such initiatives demonstrate the value of tapping into fandom to create unforgettable tourism experiences.
In the context of screen tourism, destinations all want the ripple effect of positive word-of-mouth from these fans, within their digital communities. For the right project, fan-driven tourism to visit film and tv locations, remains an overlooked target market. What is certain is that in the era of streaming and binge-watching, new fans will continue to join these communities, eager to experience the thrill of seeing locations in real life. The opportunity for destination marketing and film induced tourism in the coming years, to engage with fans and the creator economy is huge.
