We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 2 Oct 2013

Entertainment Brands Put Fans In Control

The Hunger Games: Catching Fire billboard advertising

The key theme at last week’s Social Media Week in London was “fans as creatives”. Millennials are reappropriating and remixing screenshots, images and video from popular shows and movies to create their own posters, animated gifs and fake trailers.

With BBC TV shows Doctor Who and Sherlock at the forefront of this user-generated content evolution, the British broadcaster is now actively seeking social media researchers to “engage audiences and source and create shareable assets for use on social media channels.”

Other entertainment brands are also beginning to see the benefit in working with online fan communities when promoting new releases. US film company Lionsgate last week offered the first look at the new Hunger Games: Catching Fire poster art not to traditional media, but to the top-rated member of the film’s fan site, The Hunger Games Explorer.

Look out for more fan creativity in our upcoming Social Media Week report.