A shimmering SUV wrapped in the unmistakable imagery of “Wicked” awaits eager movie-goers inside Hollywood’s Dolby Theatre. As fans rush into the lobby (many dressed in theme), they sing, take photos, mingle, and bring the story world into the space. The vehicle isn’t a prop. It’s a portal.
What happens when a brand gives fans a chance to step inside their favorite story, and then moves that opportunity directly into their world? What we’re seeing now may be the next stage of brand experiences.
Fandom is more than a demographic. It’s a mindset that brands can either ignore or activate. When they choose the latter and meet communities where they’re already invested, the results can turn cultural breathing rooms into marketing breakthroughs.
Participation Competing with Promotion
Participation shifts the audience’s role from viewer to co-creator. That’s a powerful move in an age when fans already remix, reinterpret, and redistribute content on their own terms. When brands create platforms for that creativity — whether through immersive spaces, co-branded content, or fan challenges — they signal that they’re paying attention and making room. And in a landscape saturated with content, giving fans something to do with their passion leaves a longer imprint than asking them to simply watch or listen.
Most fans don’t want to be talked at. They want to be heard, seen, and included. That’s why activations built around participation land more deeply than ones rooted in display. When someone belts out “Defying Gravity” under the lights of a “Wicked”-themed karaoke vehicle or steps onto Lincoln Center Plaza to take a photo with the “Wicked” LX before a major premiere, that moment isn’t just a marketing stunt. It becomes a personal expression of identity and fandom.
There’s a difference between simply engaging with a brand and living your passion inside it. The first feels transactional. The second feels transformative.
Behind the Curtain: Why Performance Matters
Fandom runs on emotion — connection to a story, a shared identity, a cultural moment. When activations hand fans the mic (literally or metaphorically), they’re tapping into powerful emotional drivers: nostalgia, belonging, self-expression, playful competition.
The recent “Wicked: One Wonderful Night” event is a perfect example. Ahead of the film’s release, stars including Ariana Grande and Cynthia Erivo gathered at the Dolby Theatre for an intimate concert experience. Fans showed up dressed for the occasion. The “Wicked” LX stood in the lobby, ready for selfies and mingling before the show began. Suddenly, fans were connected through a shared moment that went beyond watching.
That same instinct drives fans to queue for photo ops or painstakingly recreate costumes, but when brands place those moments front and center, fans get to be both the audience and the actor. That emotional electricity fuels sharing, advocacy, and loyalty.
What Other Brands can Learn From ‘Wicked’
It might be easy to assume this level of fandom energy only works for mega-productions like hit musicals, blockbuster franchises, and major sports leagues. But other brands can tap similar energy if they pay attention to what fans actually want: to be seen and included.
That might mean leaning into regional pride, celebrating community rituals, or elevating values that align with the audience. It means designing with authenticity rather than assumption. The real lesson from “Wicked” isn’t about show tunes or theatrics. It’s about presence. When done thoughtfully, fandom activations make people feel part of something bigger and give them a moment worth sharing.
A Rising Blueprint for Brand Experiences
Consider how local sports teams, indie festivals, or even neighborhood bakeries create rituals their communities rally around. From mural walls where fans leave messages to pop-up experiences that blend local culture with brand storytelling, these moments don’t require blockbuster budgets — just insight and intention. When fans see themselves reflected in the experience, it creates a lasting memory.
The most memorable activations now don’t happen to people, but with them. Across industries, creativity and emotional resonance are combining to spark more than surface‑level engagement. They’re building community.
When fans become participants and stories turn into shared experiences, brands stop feeling like outsiders. Instead, they enter cultural spaces that audiences already cherish. That kind of marketing doesn’t just move. It sticks.
The author, Jenn Cringoli, is an account director at ASV, an event and experiential marketing outfit based in Torrance, California.