Viral marketing campaigns: Fandom mobilisation

Cases
7
Median Spread Score
42
Most started on
TV29%
First post to peak
3 days

By mechanic

All380Controversy154Newsjacking140Response chain110Transgression108Real-world spectacle75Pairing74Mystery & lore60Scarcity drop49Visible in use46Creator relay41Identity badge29Challenge26Maker origin18Underdog17Political adoption16Sell-out loop16Remixable template15Shareable output13Revival11Brand pile-on9Fandom mobilisation7Dupe economy6

Mastercard: Abracadabra: From Fan to Featured

52
Lady Gaga - “Abracadabra” Music Video Presented by Mastercard

1.4B impressions

Coldplay's Game of Thrones: The Musical

45
Coldplay's Game of Thrones: The Musical (Full 12-minute version)

Peaked at #1

Surprise! Four Secret Novels by Brandon Sanderson

43
It's Time to Come Clean — Brandon Sanderson

1.2M views

Peloton Let Yourself Go with Hudson Williams

42
Ashley Woodfolk (@ashwrites) on Threads

20M views

Duolingo x NIKI: Backburner

39
Platform taps NIKI for Gen Z language campaign

58M impressions

Firefox’s community-funded newspaper ad

33
Right-hand page of the community-funded Firefox 1.0 New York Times advertisement

Immortal Fans: Sport Club do Recife

0
Immortal Fans campaign case-film title over Sport Club do Recife supporters. Campaign case-film thumbnail, not a donor-card photograph.

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Fandom mobilisation in every industry