Harnessing the Power of Community Through Fandom
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How do brands like Honda and Paramount+ build lasting connections? Learn how they leverage personalization, esports, and fan engagement strategies to foster loyalty.
"Today, brands aren’t just selling products—they’re building real connections with their audiences. Whether through personalized NFL streaming or fun esports collaborations, creating fan loyalty takes creativity and a human touch. At a recent panel hosted by Brand Innovators and the NFL, Megan Chan Amic, Media Lead at American Honda, and Sam Johnson, Director of Sports Marketing at Paramount+, sat down with Max Scatarzi, Director of Partnerships at Suzy, to talk about how their brands are winning over fans in new and exciting ways.
As Megan summed it up perfectly:
“We’re not just selling cars. We’re building connections, creating experiences, and giving fans the chance to shape the future of our brand.”
Let's explore what both Paramount+ and Honda do to build fan communities.
How Paramount+ and Honda Are Building Fan Communities
For Paramount+, sports fans aren’t just important—they're essential, driving massive engagement and viewership. With streaming rights to major leagues like the NFL, UEFA Champions League, and March Madness, the platform attracts passionate fan bases that expect top-tier experiences. As Sam humorously pointed out, “Fans don’t go online to rave about a seamless streaming experience, but they’re quick to point out when something goes wrong.” That’s why Paramount+ goes above and beyond to ensure smooth, effortless interactions. From delivering the right NFL game to each region to making content easy to find, the focus is on getting it right every time for their fans.
For Honda, it’s about tapping into the world of gaming. Megan shared how Honda has partnered with Twitch Rivals and even created the Hondaverse in Fortnite to reach younger car buyers. One unexpected moment turned into a huge win for Honda when Team Liquid’s esports players thanked Honda after a victory, sparking the viral “Thank you, Honda” trend. This small moment turned into something much bigger, with fans all over social media expressing their love for the brand.
Keeping Fans Engaged Between Seasons
A big challenge for any brand tied to sports is figuring out how to keep fans interested during the off-season. Sam shared how Paramount+ uses the NFL’s massive audience to promote other shows and content on the platform. So even when football isn’t on, there’s something for fans to stick around for.
Honda, on the other hand, took a different approach. They turned to their Twitch fans and let them help design the 2025 Civic hybrid. By giving the community a say in how the car would look, Honda kept fans engaged in a fun, creative way—and made them feel like they were part of something special.
Personalizing the Experience
Both speakers agreed that personalization is key when it comes to fan engagement. For Honda, it’s all about being part of the conversation on platforms like Twitch. Honda even launched a special Civic-themed emoji that fans can use in chats during live streams. It’s a small touch, but one that makes a big impact.
At Paramount+, Sam emphasized how important it is to tailor content to each viewer. For example, when it comes to NFL games, Paramount+ uses dynamic creative optimization to make sure fans see the games that matter most to them based on where they live. This makes the experience feel personal and keeps fans coming back for more.
“Personalization isn’t just a trend—it’s the future of fandom,” said Sam. “The better we can tailor content to our audience, the more engaged they’ll be.”
What We Learned:
1. Make It Easy: Fans appreciate when things work smoothly and content is easy to find.
2. Personalize It: Tailoring experiences—whether it's the right NFL game or letting fans design a car—creates deeper connections.
3. Engage the Community: Honda’s success in the gaming world shows how important it is to build a community that feels genuinely connected to your brand.
4. Keep It Fresh: Even when sports are in the off-season, brands like Paramount+ keep fans excited with other content.
5. Look to the Future: New technologies like VR and mixed reality could be game-changers for fan engagement.
For more takeaways and industry insights, be sure to watch the full session today!
