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Video: What does it mean to be a fan? New film investigates the power influence can have on brands

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.