Truth about Fans

Did you know:

“Sport, according to consumers, is the thing with the greatest ability to make people around the world feel connected to one another, more so than international peace days, global crises and religious holidays.”

Fans, simply by virtue of the passion and connection they feel for a hobby, personality or pursuit, are a very special group of people. They are the most likely to talk about the thing they’re passionate about, evangelize it to others, and according to some studies, spend more than non-fans. By virtue of these characteristics, brands today are obsessed with cultivating fans of their own. However, fan behavior is changing drastically in the face of new technology, social media and the overwhelming mass of content that is vying for their attention. How can brands understand their new behaviors in order to best engage with them? The Truth About Fans, inspired by the recently concluded 2014 FIFA World Cup, seeks to answer this question.

Interested in the full Truth About Fans report? Please contact strategy@mccann.se

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