Spidey-sense; why it pays to be a friendly neighbourhood brand
Spider-Man is still swinging high in the popularity stakes after 61 years, with fans eager for the newest Spidey merch. So, asks Matt Michaluk, Executive Creative Director at Household, what can brands learn from the world of fandom?
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Spider-Man first graced comic book pages in 1962, yet the years have done little to dull his penchant for community betterment.
His tendency to tackle street-level crime as opposed to global threats struck a chord with readers throughout the generations, earning him the moniker ‘friendly neighbourhood Spider-Man’.
Brands can learn a lot from his fan-centric mindset.
Fast forward 61 years and the superhero remains a staple of the entertainment landscape. Spider-Man 2 - the character’s latest video game - became the fastest-selling PlayStation game on its release in October. And he’s not the only franchise cover star enjoying a long lease of life.
Above: Spider-Man 2 - the character’s latest video game - became the fastest-selling PlayStation game on its release in October.
Mario and Sonic rolled back the years with new platformers released in the same week for the first time in 30 years. Zelda’s most recent instalment, Tears of the Kingdom, is also the highest-grossing game of 2023 so far. And whilst premium gameplay is a core driver to this success, the formula for best-in-class performance runs deeper than that.
Tapping into your community and keeping them at the heart of your strategy is a powerful weapon.
These icons are part of gaming folklore. The overarching brands have invested decades into building dedicated fandoms, opening the door to new opportunities outside of their original genres. From experiential parks and flagship stores to blockbuster films and must-have merchandise - variety really is the spice of life (as well as the most seamless way to engage cross-generational audiences).
Spider-Man cultivated a reputation for being accessible to everyone, and brands can learn a lot from his fan-centric mindset. Tapping into your community and keeping them at the heart of your strategy is a powerful weapon for knocking out the competition - and, more importantly, building long-term advocacy.
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Above: Star Wars Battlefront II's makers, Electronic Arts, felt the wrath of fans when they introduced in-game loot boxes.
Fandom 101: a potential goldmine
Fandoms have long been associated with sport culture. But, just as these groups have evolved from unruly mobs to devoted club factions, so too has the term undergone its own renaissance.
Dig a little deeper and you'll see that these are amplified communities sharing common passions. They aren’t just far more dedicated than your average supporter, it's an enthusiasm that can transform them into your most vocal advocates - and keep your revenue soaring in the right direction.
Splashing the cash doesn’t automatically cause fans to flock.
Film and content franchises represent seven of the world’s ten largest fandoms, accounting for almost four billion people. Brands that connect with fans of these beloved brands have the perfect opportunity to boost their reach and relevance for years to come. It’s no surprise that Disney spent more than $11bn to acquire the rights to both the Marvel Cinematic Universe and the Star Wars franchise.
But splashing the cash doesn’t automatically cause fans to flock. Fandoms are known for their heady expectations, and aren’t afraid to go against the grain if they feel their voices are ignored. Electronic Arts found this out when it released Star Wars Battlefront II, with in-game loot boxes prompting a boycott.
Above: Nintendo has avoid slipping on the banana-skin of banality by experimenting with Mario across the years.
A little fanservice goes a long way
Brands looking to implement a fan-first strategy need to keep their finger on the pulse. Identifying audience behaviours and preferences is key to making informed strategic moves down the line - even if this means sticking to what you know.
There’s nothing wrong with a bit of experimentation. Mario’s storied gaming career spans almost 40 years, a period which has seen him evolve from a 2D side-scrolling adventurer into a racing driver, an Olympian, a golfer, and back into a side-scroller. Whilst the plumber should be praised for his versatility, kudos should also be given to Nintendo for understanding what works. After all: if it ain’t broke, don’t fix it!
There’s nothing wrong with a bit of experimentation.
New isn’t always better - at least, according to Fandom’s latest report. The study found that 64% of gamers acknowledged they would rather play franchised content as opposed to something new. But that doesn’t mean skimping on quality just to increase quantity.
There was a five year gap between Spider-Man 2 and its predecessor, whilst Zelda fans had to wait six years for their new adventure. Patience is a virtue few brands embody, yet it can be an effective tool for building anticipation and hype around products - provided you communicate with your audience.
Above: In a study, it was found that 64% of gamers would rather play franchised content as opposed to something new.
Fans want to be part of the experience - and participation shouldn’t start at the back-end. The true beauty lies in the journey, meaning the onus is on brands to get them involved from day one. The gaming empire’s latest releases exemplify this principle, and it’s not just excelling by providing access on the fundamental gaming level. Fans are also crying out for experiences that bring them closer to their friends.
Catering to consumer expectations has always been vital for driving sales and revenue.
Spider-Man ticks all of these boxes with distinction. The latest game may be less than a month old, yet it has already amassed more than 166m views on TikTok. The franchise’s most recent film - Spider-Man: Across the Spider-Verse - also generates this social currency. The film’s overwhelming focus on ‘canon’ events (key moments in people’s lives that must occur) has captured the hearts and minds of audiences, with the ‘#canonevent’ racking up over 150m views.
With great fans comes great responsibility
Whether it’s his iconic red and blue costume or his array of supporting characters, there’s no shortage of factors that have heavily contributed to Spider-Man’s success. However, it’s the ability to lean on fan-first, passion-led creativity that has maintained the brand’s longevity.
This is the principle that should cause brands’ spidey-senses to tingle. Yes, catering to consumer expectations has always been vital for driving sales and revenue. But if you stay true to your roots and put your audience first on top of this, your brand will be able to foster loyalty (and save the world) for years to come.
