Driving +8% New Consumer Acquisition Through Fandom X Sponsorship

The Challenge

A major quick-service restaurant (QSR) brand set out to attract new, culturally diverse consumers by exploring a cultural moments & passion points strategy rooted in cultural affinity. Brand momentum was a challenge, consumers did not see the brand as a brand on the rise – it was an aging treat they could ignore. Fandom X had emerged as a fast-growing entertainment phenomenon in the U.S., captivating younger, multicultural audiences. The brand saw an opportunity to connect with these fans, but needed to understand who they were, how they engaged with media, and what messaging would feel authentic. 

Before making any investment, the brand needed data-driven insights into the Fandom X audience’s mindset, habits, and expectations.

The Approach

To assess the opportunity and uncover meaningful activation strategies, the QSR partnered with Collage. The brand needed cultural intelligence to zero in on those fans and identify what motivates them, where to reach them, and how to engage them with the brand/restaurant/experience. 

Collage audience intelligence revealed that QSR and Food Service intenders were not only heavy automotive spenders but also passionate sports fans. To spark urgency and connection, Collage sought the cultural space where these passions converged – the answer was Fandom X. Collage identified a powerful overlap, with 87–88% of Fandom X enthusiasts also being QSR and Food Service intenders. This audience thrives on competition, achievement, emotional intensity, and the pursuit of expertise. They are passionate about gaming, playing sports, and food, and they invest heavily in travel.