Links roundup for 17 February 2012

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Here's a roundup of stories on commodification of fandom that might be of interest to fans:

  • AdWeek wrote about a new branding service called "FanDNA, and it’s pitching itself as an alternative to the established Marketing Evaluations’ Q ratings by matching brands with celebrities." The survey is intended to find out what the fans of a given celebrity like as a way of better utilizing celebrities to market products.
  • Ad Age utilized online conversation to determine who were the NFL teams' truest fans. "To find where the true fans lie, back in August we took a look at the volume of team conversations coming from true fans during the off-season. We re-ran the date to see how this played out during the season." The ultimate purpose, of course, was to determine how best to utilize fans for marketing. "Brands outside the NFL can learn from all of this. There are true fans and bandwagon fans. In a brands case, true fans are often referred to as advocates or champions. A social campaign should start from the point of view of the true fans."
  • Perhaps spurred by the success of Big Bang Theory as one of the most popular shows on U.S. television, several more series are airing around the globe that focus on fans. One of these is Kevin Smith's Comic Book Men, an unscripted series focusing on a New Jersey comic book shop. Australian TV's Outland just began airing as well, which is about a fan club who are "openly gay but closeted sci-fi fans." One of Outland's creators' "research included sporadic attendances at science-fiction conventions (he admits to being a fan of Doctor Who and Star Trek), but despite the fanatical devotees, it was always the gay fans he remembered. “I don’t know what it is, but I think they’re always a little ‘extra-obsessive.’ They have to collect the full set of Doctor Who dollies. The gays, we get a little bit too excited about things sometimes, I think."

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