Viral moments: Fandom mobilisation

6 viral moments: Fandom mobilisation, traced from the first post to the peak with sources. 33% started on TV. Median 3 days from first post to peak.

Cases
6
Median Spread Score
40
Most started on
TV33%
First post to peak
3 days

By mechanic

All178Controversy121Response chain62Real-world spectacle49Transgression31Creator relay26Pairing22Political adoption21Scarcity drop17Underdog16Resale market15Newsjacking15Identity badge15Visible in use14Mystery & lore9Brand pile-on7Sell-out loop7Fandom mobilisation6

Taylor Swift at Chiefs games

53
Taylor Swift cheers from a suite at her first Chiefs game

8.9M views on a sighting post

Deflategate

48
Bill Belichick and Tom Brady, side by side

60K derivatives

Ticketmaster Eras Tour presale meltdown

40
Taylor Swift Announces 2023 U.S. Tour Dates - Ticketmaster Blog

$554M revenue

European Super League collapse

36
Study: Bots Used to Manipulate Social Media in Favor of European Super League

Milestone 2 days in

Dungeons & Dragons OGL controversy

35
Wizards of the Coast Cancels OGL Announcement After Online Ire

Milestone 8 days in

McDonald’s Szechuan Sauce

34
An original 1998 Szechuan sauce packet with a Mulan McNuggets box

20M cups, brand-reported

More collections

Fandom mobilisation in every industry