In a scrambled-up culture, favorite teams, artists, and creators act like lifeboats. Fandom is a crucial way that people understand themselves, figure out where they fit, and know what they’re looking forward to. Shared rituals and moments give fans something steady to return to, and that emotional gravity naturally attracts brands.
The opportunity is boundless. And the stakes are high.
In The Year of the Fan, PETERMAYER’s strategy team traces the resilient bonds that hold fandoms together and what they demand from brands stepping in.
Download the un-gated guide below to sharpen your thinking and step into fandom with confidence.
PETERMAYER and Quantum Fiber Premiere “Yay to You” Campaign—a Love Song to Internet Users
The new campaign is a celebration of eccentricity, framing customers as the heroes they are. See the work here.
PETERMAYER and Quantum Fiber Premiere “Yay to You” Campaign—a Love Song to Internet Users
The new campaign is a celebration of eccentricity, framing customers as the heroes they are. See the work here.
The Year of the Fan: The Rules of Entering Fandom
In “The Year of the Fan,” PETERMAYER’s Brand Joy Lab reveals why fandoms are such durable sources of joy, crucial needs for brands entering the fandom landscape, and how to engage once there.
The Year of the Fan: The Rules of Entering Fandom
In “The Year of the Fan,” PETERMAYER’s Brand Joy Lab reveals why fandoms are such durable sources of joy, crucial needs for brands entering the fandom landscape, and how to engage once there.
PETERMAYER and Hancock Whitney Use Fan Superstitions to Turn Team Cards Into Good Luck Charms
A new campaign turns superstition into a secret weapon for fan love.
PETERMAYER and Hancock Whitney Use Fan Superstitions to Turn Team Cards Into Good Luck Charms
A new campaign turns superstition into a secret weapon for fan love.
