News Wang Sulong’s Molly Tea collab shows how fandom turns drinks into collectibles Wang Sulong’s Molly Tea drop sold out fast, then sparked resale backlash. The campaign shows how scarcity and check-ins shape fan commerce.
News Gong cha’s Harry Potter bubble tea drop leans into house pride and collectability Gong cha’s Harry Potter drinks run through Aug. 31 with themed cups and house collectibles, using scarcity and identity to drive repeat
News Molly Tea’s NYC stores rebrand to “?” amid trademark dispute Molly Tea’s NYC locations shifted to “?” branding after an injunction. What it reveals about habit-driven loyalty and brand control in expansion.
News Express leans into Y2K nostalgia with a fashion-meets-music campaign Express ties its Fall 2026 line to a Y2K-inspired film with Tinashe and Tee Higgins, plus creator community support across social and stores.
News TIRTIR teams up with BTS THE CITY New York for a limited-edition K-beauty drop TIRTIR’s BTS THE CITY New York drop ties a setting duo to Weverse pre-orders and a pop-up, reflecting how fandom events shape commerce behavior.
News How Coca-Cola turned Coke Time into a collectible fan experience with V merchandise Learn how Coca-Cola transformed its V campaign into a collectible retail experience using limited-edition merchandise and loyalty mechanics for fans.
News Deepika Padukone’s viral Hilton ad shows how pregnancy visibility plays in pop culture Fans focused on a pregnancy detail in Deepika Padukone’s Hilton ad. The reaction shows how celebrity relatability can outperform traditional luxury messaging.
News Audible’s “Stories that speak to you” campaign sells the feeling of getting lost Audible’s global campaign spotlights immersive listening via hero films and major OOH takeovers, alongside AI search and discovery features.
News Spider-Man: Brand New Day’s $309M brand push shows how ads moved into movies Sony’s 165-brand push around Brand New Day hits US$309M in media value. Here’s why on-screen placement and gaming tie-ins are rising.
News Fortnite’s Spider-Man “Brand New Day” collab signals how fandom hype now works Epic’s teaser points to July 30 content tied to the new Spider-Man film, with likely Web Shooters and cosmetics built for community speculation.
News Jennifer Coolidge turns grocery shopping into Audible’s next big Aussie moment Audible and Hello lead with a surprise Bondi moment, then test audio-enabled trolleys to link celebrity attention with real product usage.
News PUBG MOBILE adds Spider-Man: Brand New Day mode in Version 4.5 The limited-time mode adds Central Square, web-swinging gear, and creator templates, showing how playable IP can drive sharing and retention.
News Snickers Ice Cream wants a “chief online chill officer” to calm hot takes Snickers Ice Cream will pay a “chief online chill officer” to reply to heated posts with humor and coupons, spotlighting its Minis range.
News Under Armour taps BOYNEXTDOOR for its “Commit” campaign push Under Armour teams with BOYNEXTDOOR for its “Commit” campaign, pairing group and member films with an APAC-focused Bouncy Tee rollout.
News GrabUnlimited taps Ian Mark to make “tipid” feel less punishing GrabUnlimited’s Ian Mark film turns “tightening the belt” into comedy, positioning subscriptions as repeatable, everyday savings across rides, food, and groceries.
News Hybe teams up with Korea Fashion Association to scale K-pop fashion IP Hybe and Korea Fashion Association plan a production system linking artist IP with domestic manufacturers, aiming to strengthen K-fashion
News Dermal Therapy’s “It Works 2.0” campaign turns skincare proof into billboard culture Dermal Therapy expands “It Works 2.0” with 550+ billboards and influencer loyalists, betting that efficacy is the core decision driver in skincare.
News Spider-Man’s new BMW “ride” is fandom bait, and it’s also EV marketing BMW integrates iX3 and 5 Series into Spider-Man: Brand New Day, pairing a film role with an owner animation and a one-off concept vehicle.
News Duolingo taps halftime culture to pull learners back into their streaks Duolingo staged a halftime mascot performance at an Indonesian watch party, prompting on-the-spot lessons and rewards without interrupting live play.
News Jinro taps BTS’s V for its first global campaign as soju goes mainstream Jinro’s first global campaign with BTS’s V pairs a shareable story with signals about product variety, as overseas soju sales rose 9% in 2025.
News Sony and Spotify turn Spider-Man fandom into a personalised in-app journey Sony Pictures Canada and Spotify use listening history and a phone-flip mechanic to create a Spider-Man themed in-app journey for US and Canada users.
News Katt Williams fronts TextNow’s “Way Too Smart To Pay Dumb” campaign TextNow’s new campaign with Katt Williams targets contracts and hidden fees, positioning control and simplicity as the real product message.
News Genea’s new IVF campaign spotlights “life after treatment,” not the process Genea’s new campaign spotlights families formed after IVF, using real participants and long-term proof to stand out in a high-trust healthcare category.
News KFC Singapore turns 71 outlets into a Pokémon GO and TCG playground KFC Singapore’s Pokémon campaign spans 71 outlets with GO PokéStops, TCG tutorials, and phased collectibles, signalling the rise of fandom-led QSR
News Rare Beauty’s “Rare Beginnings” taps Greek mythology for a global fragrance push Rare Beauty’s Rare Beginnings fragrance campaign uses a myth-inspired hero film, painterly visuals, and a Sephora-only release to shape brand context.
