© jump!® 2013 Épat

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© jump!® 2013 Épat

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Bour

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jump! Rubberneck Camping with fans in Covent Garden

© jump!® 2013 Épat

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Who are you to be ordinary? Who are you to deny greatness?

We will not be denied, Greatness awaits!

Are you a fan of any brand?

Would you camp out for five days for the release of their latest product?

Yesterday, we met fans who would. The guys on the cover sheet are people queuing for the latest PlayStation machine. The quote

above was a rallying call in the PS4 Lounge in Covent Garden.

They camped, shivered, huddled and slept in Covent Garden to get their hands on a new PS4.

We thought it looked like great fun, so we joined them. We’re fascinated about what makes people fans of certain brands and how this level of fandom is created and built over time.

We took to the streets yesterday with a voice recorder and a camera to hang out with some fans.

We wanted to find out why they had left the warmth and comfort of their homes to brave the cold of November in London.

We wanted to understand some of the key themes that made up their relationship with Sony PlayStation.

And what we could learn for brands in other categories.

We have four big energies, four observations and four provocations.

Enjoy the read. And let us know what it sparks.

hello we are jump!, the innovationists

© jump!® 2013 Épat

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up and down the queue four big energies

Brothers Power Story Nemesis The fans we met yesterday loved the ‘power of Playstation’. Power, for these fans, meant powerful machine, powerful memory capacity, powerful games, powerful experiences, powerful me. Fans want to feel powered up every time they interact with their brand.

The fans we met yesterday acted like brothers to each other. His was a real tribe. They shared, laughed, stuck up for and supported each other. They built up the excitement to keep themselves occupied. Banter and love Fans want to feel like they have a band of brothers behind them.

These fans were defined, nearly as much by who they actively rejected (in this case Microsoft). These fans hated Microsoft with ‘their slack privacy policy’ and ‘inferior games’. It ran deep. Fans want to strengthen their bonds with their brand, through active rejection of competitors.

Most of the fans yesterday had great memories of playing different consoles in the past. They all felt part of the Playststion legacy. And they couldn’t wait to see what the next new chapter would bring. Fans want to feel part of your brand’s growing story. And the best brand reinvent new ways for fans to discover more about them.

© jump!® 2013 Épat

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for your brand four provocations

1. Show your Power and Celebrate theirs

• Find your greatness; your inner strength which fans believe in. Then show your power to the world. By doing so, you’ll make fans feel powerful.

Brothers Power Story Nemesis

2. Constantly re-invent your story

• Create new excitement that make people want to feel more part of your story. Re-invent, re-invent, re-invent.

3. Celebrate your brothers

• Find your fans. Celebrate them. Reward them. Galvanise them. Love them.

4. Find your foe

• Stand for something completely opposite to your greatest competitor. Find your extreme point of disruption and difference.

© jump!® 2013 Épat

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Bou

rgeo

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for your brand four provocations

Show your Power. Celebrate theirs Find your greatness; your inner strength which fans believe in. Then show your power to the world. By doing so, you’ll make fans feel powerful.

Brothers Power Story Nemesis

Reinvent Reinvent Reinvent Create new excitement that make people want to feel more part of your story.

Brothers. Not Customers Find your fans. Celebrate them. Reward them. Galvanise them. Love them.

Find your Foe Stand for the opposite to your greatest competitor. Find your extreme point of disruption and difference.

© jump!® 2013 Épat

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Bou

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And that’s it. Fan Rubberneck from jump! Don’t be a stranger now! Give us a call to see how we could help you create fans for your brand. Bettina; bettina@jump.ie Bettina; bettina@jump.ie Lee; lee@jump.ie; 00353 863043837 Paul; paul@jump.ie; Ruan; ruan@jump.ie;