Episode 07 // Building bridges: fandom and brands
Download MP3In this episode, Andrés is joined by fan engagement expert, Dr Georgie Carroll, brand and gaming strategist James Whatley, and intellectual property lawyer at law firm Bennett slash comic book editor, Dave Stewart.
Our panel of Alchemists share their insights about the emerging power of fandoms and how brands can tap into them to build communities with deep, meaningful connections and how to know when and where your brand is welcome, answering questions like:
Our panel of Alchemists share their insights about the emerging power of fandoms and how brands can tap into them to build communities with deep, meaningful connections and how to know when and where your brand is welcome, answering questions like:
- How should marketers and brands go about engaging with existing fandoms?
- What's the best way to work with these communities in authentic, respectful ways?
- How can brands add value to fandoms, rather than just stealing or appropriating from them?
- When should brands not get involved with passionate communities of fans?
- What's the role of 'gamification' for brands looking to add value to fandoms?
You're listening to The Alchemists, a limited-series podcast from marketing conference State of Social, delving deeper into the big conversations that start on stage at the event.
For more information, visit www.stateofsocial.com.au.
For more information, visit www.stateofsocial.com.au.
Creators and Guests
Host
Andrés López-Varela
Andrés is a senior marketing leader, one of State of Social's best-rated speakers, and a proud cat-dad.
Guest
David Stewart
David Stewart is one of Australia’s leading intellectual property lawyers and is an Adjunct Professor at Murdoch University. David has lectured at Murdoch University, the Australian Graduate School of Management in Hong Kong, Edith Cowan University, and in Phnom Penh for The Asia Foundation on the IP implications of Cambodia joining the World Trade Organisation. David has written for or been covered by The Wall Street Journal, the South China Morning Post, the Australian Financial Review, The Guardian, and The West Australian newspapers.
Guest
Dr Georgie Carroll
Dr Georgie Carroll graduated with her PhD in Sociology from the University of Sydney in 2023. Her research explored the intersection of fandom communities and consumption, and she used the fandoms of Taylor Swift and the television series Supernatural as case studies. Since completing her PhD, she has been widely featured as a media expert on fandom (and specifically Taylor Swift), and is carving a niche for herself in the fan engagement space.
Guest
James Whatley
With 18 years of marcomms experience working on global brand campaigns for clients such as PlayStation, OREO, Xbox, Converse, and Honda F1 Racing - to name just a few - James Whatley is a multi-Cannes-Lions winning strategist who has spent his entire career working at the forefront of brand, digital, and integrated marketing.
Producer
Meg Coffey
Originally from Texas and now proudly Australian, Meg Coffey is a “Texstralian” known for her dedication, calculated risks, and exceptional communication skills. As the founder of State of Social, Australia’s largest digital marketing & social media conference, Meg is dedicated to keeping businesses ahead of the curve.
