Download - Fan Economy: From The Hunger Games to Tesla
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Fan Economy:From the Hunger Games to Tesla
Kevin YeungAssociate HeadHKU SPACE Executive Academy (SEA)Sep 2016
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Know your FansEngage your Fans
Gains from your Fans
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Know your fans
Who are they? Fans Persona
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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
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Know your fans
What do they really want?
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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.
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This poster denoted the launch of the campaign.
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1 million “Fans” ID card in 8 months,
30 times (3.8M) Facebook fans growth
22M YouTube viewers
36M fictions sold
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Know your fans
What do they really want?
- Involvement
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Know your fans
What do they really want?
- Involvement- Self Expression
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Know your fans
What do they really want?
- Involvement- Self Expression- Value Resonance
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Know your fans
What do they really want?
- Involvement- Self Expression- Value Resonance
- Scarcity
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Engage your Fans
Who to engage?HeavyLight
Potential SuperPurchase Advocate
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Engage your Fans
Who to engage?Hardware – Rational Appeal
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Engage your Fans
Who to engage?Hardware – Rational Appeal
Software/ Mind ware – Emotional Appeal
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Gains from your Fans
Extended Platform
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Gains from your Fans
Extended PlatformShare of Wealth
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Creatrs Network300 tumblr Users + tumblr
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Know your fansWho are they? Fans Persona
What do they really want?- Involvement
- Self Expression- Value Resonance
- Scarcity
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Engage your Fans
Who to engage?Hardware – Rational Appeal
Software/ Mind ware – Emotional Appeal
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Gains from your Fans
Extended PlatformShare of Wealth
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