fan economy: from the hunger games to tesla

Fan Economy:From the Hunger Games to Tesla

Kevin YeungAssociate HeadHKU SPACE Executive Academy (SEA)Sep 2016

Know your FansEngage your Fans

Gains from your Fans

Know your fans

Who are they? Fans Persona

Gender: Age: Occupation: What does he/she buy?

When does he/she come?

How often does he/she buy?

His/her favorite?

His/her worries?

Other characteristics?

My Favorite Fans

Know your fans

What do they really want?

Hunger Games(2011)

Global Box Office: US$680M

Even the plot is based on a “best seller”, the film maker utilized a number of methods to mobilize the fans through various media. Let them explore different aspects of the film.

This poster denoted the launch of the campaign.

1 million “Fans” ID card in 8 months,

30 times (3.8M) Facebook fans growth

22M YouTube viewers

36M fictions sold

Know your fans

What do they really want?

- Involvement

Know your fans

What do they really want?

- Involvement- Self Expression

Know your fans

What do they really want?

- Involvement- Self Expression- Value Resonance

Know your fans

What do they really want?

- Involvement- Self Expression- Value Resonance

- Scarcity

Engage your Fans

Who to engage?HeavyLight

Potential SuperPurchase Advocate

Engage your Fans

Who to engage?Hardware – Rational Appeal

Engage your Fans

Who to engage?Hardware – Rational Appeal

Software/ Mind ware – Emotional Appeal

Gains from your Fans

Extended Platform

Gains from your Fans

Extended PlatformShare of Wealth

Creatrs Network300 tumblr Users + tumblr

Know your fansWho are they? Fans Persona

What do they really want?- Involvement

- Self Expression- Value Resonance

- Scarcity

Engage your Fans

Who to engage?Hardware – Rational Appeal

Software/ Mind ware – Emotional Appeal

Gains from your Fans

Extended PlatformShare of Wealth

HKU SPACE Executive Academy - Facebook