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Fandom in the Social Age: Lessons in Millennial Engagement from Tumblr, MTV and Coca-Cola

Want to know what it takes to ignite consumers’ passions? Look no further than the legions of pop culture fans and their thirst to share about what they care about. MTV celebrates this excitement through its Fandom Awards (taking place during Comic Con), a rising star in its tent-pole portfolio, creating unique opportunities for its brand partners. This included last year’s partnership with Coca-Cola, the exclusive presenter of the 2015 Ship of the Year Award (celebrating the best on-screen relationships, for those not in the know), a socially voted-upon award that leveraged Tumblr as the primary hosting platform for fan voting. Hear straight from Tumblr, MTV, Coca-Cola and Spredfast about what went into this innovative activation and how the social success had a strong halo for all participants. You’ll find out: How to activate and expand social audiences What it takes to create value for brand partnerships around tent pole events How to take full advantage of the fervor of fandom to create meaningful engagement with fans

Fandom Social Age