Fandoms are no longer just a niche market – they have evolved into a significant sector with profound influence on popular culture. The Lippin Group, a renowned Hollywood communications giant, and marketing firm Infinitize have joined forces to address this growing trend. Through their partnership, they are launching a new PR and integrated marketing offering that caters to clients with fandoms spanning across multiple genres, including gaming, K-pop, anime, true crime, horror, animation, comics, and graphic novels. Fandom-First Approach
Infinitize, the newly launched gaming division Vendetta, will champion indie rebels and fan-first studios. This approach is built on the principle of transforming passion into power, which aligns perfectly with The Lippin Group’s legacy in media and entertainment publicity.
- Custom campaigns targeting key fandoms
- Integrated marketing services (social media management, paid and performance marketing, interactive and transmedia experiences)
- Strategic communications (press materials, pitching, media relations, content publicity, event promotion, thought leadership, and networking)
The partnership will enable clients to tap into the vast influence of fandoms, leveraging the combined capabilities of The Lippin Group and Infinitize to deliver on campaigns. Key Highlights
| Key Feature | Description |
| — | — |
| Custom Campaigns | Targeted marketing efforts tailored to specific fandoms |
| Integrated Marketing | Comprehensive services including social media, paid and performance marketing, and interactive experiences |
| Strategic Communications | Press materials, pitching, media relations, content publicity, and event promotion |
Quoted Section:
“At Infinitize, we specialize in transforming passion into power, and The Lippin Group shares our deep respect for fan-driven culture.” – Jenny Zha, Infinitize CEO
Expert Insights
Kevin Broderick, Managing Director of The Lippin Group, emphasizes the importance of activating fandom in audience development. He believes that the partnership with Infinitize has proven the value of a coordinated campaign with combined capabilities. Broderick highlights the following key takeaways:
- Understanding how to activate fandom is essential to audience development.
- The partnership with Infinitize has proven the value of a coordinated campaign with combined capabilities.
- From K-pop and podcasts to graphic novels and anime, The Lippin Group has grown an understanding of fandom that has been fruitful.
Unlocking New Possibilities
The partnership between The Lippin Group and Infinitize signals a commitment to expanding into the gaming sector, which is a frontline of fandom. Infinitize’s new gaming division, Vendetta, is poised to champion indie rebels and fan-first studios, unlocking new possibilities for the kinds of stories, creators, and communities that deserve the spotlight. Real-World Examples
* Devolver Digital’s campaigns have been a significant part of Infinitize’s portfolio, showcasing the company’s expertise in gaming marketing. * Good Shepherd’s and 3D Realms’ campaigns have also benefited from Infinitize’s strategic communications and event promotion services. * DreamHack, the gaming portion of SXSW, and Digital Entertainment World have been event highlights for Infinitize, demonstrating the company’s capabilities in event management. Conclusion
The partnership between The Lippin Group and Infinitize marks a significant milestone in the evolution of fandom-first marketing. By combining their expertise in media and entertainment publicity with Infinitize’s digital-first, fan-centric approach, the companies aim to deliver comprehensive PR and integrated marketing services that cater to the growing demand for fandom-driven marketing. As the gaming sector continues to grow, The Lippin Group and Infinitize are poised to unlock new possibilities for clients, creators, and communities alike.
