Imagine Dragons use their superfans to build their band’s brand. Why is this viral seeding strategy successful?
1.Imagine Dragons use their superfans to build their band’s brand. Why is this viral seeding strategy successful? What makes it successful?
2.Seeds, or in this case superfans, typically need to be incentivized to spread the information. Do intrinsic or extrinsic incentives work better for Imagine Dragon’s superfans and why?
3.What are the risks of this approach to marketing? Consider the risks involved in this approach—how can they be mitigated?
4.Will this work for other recording artists? What criteria should they use to determine if an artist’s brand can be built without heavy spending on advertising and publicity, but rather through social media?
5.Will this work for other types of products that are not in the music/entertainment industries? Why or why not? What types of brands are well suited to this approach?
