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    Inside Fandom’s mission to boost brand awareness among Gen Z gamers — with a little help from Instagram

    Fandom, a wiki-hosting service featuring entries on the television, movie and gaming landscape, wants to capture the attention Gen Z gamers. The service recently partnered with Instagram to conduct a livestream event centered around EA’s “Madden NFL 24” — and has plans to do so again in the future to draw in even more gamers.

    The collaboration between Instagram and Fandom put a spotlight on the authentic friendship between two personalities — rapper Offset, a fervent esports enthusiast, and FaZe Swagg, a prominent gamer — as they played the game on a livestream on Sept. 19. While this is the first gaming related livestream Fandom has done with Instagram, it’s part of a bigger push to celebrate and embrace the vast gaming community among the Gen Z demographic thriving on Instagram’s platform.

    ”It’s all about celebrating Gen Z and the real connections and friendships that are built on Instagram through small everyday acts of creative expression and communication,” Jeremy Steinberg, Fandom’s chief revenue officer, said of the effort. “The reality is anyone can do an influencer campaign, but it’s really hard to do one that feels really authentic and creates the right [moments] that can create that connectivity and value for a marketer.”

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