London agency Amplify has created a new film exploring the impact and influence that fans can have on a brand.
FanCulture looks at the way fans elevate and promote a brand by dedicating their own money, time and even skin to it.
The film tackles questions such as: is there a formula for creating fans and how much can fans be worth to a brand?
It features interviews and expert opinion from academics, brands and the fans themselves and looks at the part FanCulture could, and should, play in brand marketing, exploring how a brand can identify its fans and, more important, harness their passion.
Contributors include Dr. Matt Hills, PlayStation, Fred Perry, Channel 4, Polydor Records and the Kaiser Chiefs.