Fan & Community Systems

Fandom doesn’t need to be activated.
It needs to be part of the system.

These are ideas designed to shift ownership — from brand to audience.

Margarita wasn’t a campaign. It spread.

When fans lead, brands follow. For Season 2 of Margarita (by Chris Morena) on HBO Max, awareness wasn’t the problem. Belonging was. The fandom was already there —but brands usually sit outside of it. We did the opposite. We didn’t speak to the fandom. We stepped inside it. “Haditas al poder” turned superfans into characters inside the narrative. They weren’t just reacting to the show — they were asking for it. It started as posts. It became coordination. Then momentum. Wha

Fan & Community Systems