Featured Marketing Opinion

posted on May. 21, 2025 at 9:30 amMay 21, 2025

What MENA marketers can learn from fandom strategy

posted on May. 21, 2025 at 9:30 amMay 21, 2025

Zayed University's Dr Vlada Botoric says that by learning from global examples such as LEGO and Disney, regional marketers can craft strategies to captivate audiences and empower them to become co-creators.

Dr Vlada Botoric, PhD, Assistant Professor, Zayed University

Dr Vlada Botoric, PhD, Assistant Professor, Zayed University

With the Middle East becoming a global hub for entertainment and tourism, regional marketers have a unique opportunity to employ the power of fandom to build enduring brand loyalty.

LEGO’s innovative fan engagement strategies, coupled with the recent announcement of Disneyland Abu Dhabi offer valuable lessons for brands in the region.

Get your tickets to the Campaign Breakfast Briefing: Marketing Strategies 2025 on May 29, where top industry leaders will gather to unpack game-changing practices within the world of marketing.

Marketers must build communities, not just customers
LEGO’s transformation from a company on the brink of bankruptcy in the early 2000s to a global powerhouse is a testament

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Tags:adult fan base adult fan of LEGOs AFOL audiences Brand co-creators content creators Culture Disney fan engagement fandom Lego lessons Loyalty Marketers marketing MENA Vlada Botoric Zayed University

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.