4. Reward your super fans

Activate your super fans' superpowers

If you're bringing something highly anticipated to market, or you have a solid community or fandom around your brand or product, you should start to think of ways you can activate them to get the word out there and market for you.

There are multiple ways of doing this, from planting easter eggs that spark treasure hunts and feverish conversations to larger scale experiences that cast fans as protagonists and reward them with agency in your brand world. Picking the right course of action all starts with understanding the nuance and niches of their fandom.

If they're a community that meticulously deconstruct every detail, a play like the secret multi-edit rollout of Across the Spiderverse or the Skrull cameos on ABC for Secret Invasion could be the way to go, validating and reinforcing the IYKYK and prompting show of sharing on social.

You could ofer your fans a mysterious and inviting way of connecting with their favorite talent, like the recent J Hus billboards, an apparently vandalized black canvas with a phone number which rewarded curious audiences with a voice note from the rapper delivering news about his new album. Taking a select number of media placements, the social content shared by the fans who dialed in blew the campaign out far and wide.

Or, you could go BIG like La Casa De Papel's Biggest Fan. The show's most die hard fans were invited to compete for a chance to become part of the series' lore with their very own city moniker, in turn sparking a furry of shares and conversations amongst a fanbase whose wants and dreams were not only recognized, they were made tantalizingly real.