cultural samplingMining the underbelly of the Internet for fun & profit

“there is no mainstream. there are many streams.” -Andy Bennett, “After Subculture”

today’s SUB CULTURES

League of Legends

Finactics (people who love sharks)

let’s dive in!

league of legends

wtf is league of legends?

Nexus

Nexus

Towers

MinionsChampions

Items

BotLane

TopLane

MidLane

TheJungle

TheJungle

Right now 4 million people are playing.

it’s big.

0

20

40

60

80

Instagram League of Legends Spotify Tinder Reddit

2.75

14

27

75

Platforms by # Daily Active Users (Millions)

2013 World Championships30MM viewers

it’s passionate.

Mind-blowing fan art Fan-made music videos Celebrities

brands are in.

Win: AmEx releases a line of cardsthat give cashback in in-game money

Meh: Coke Zero sponsors a tournament that was already happening

people who like

fin-atics

fin-atics > beliebers

#1 Most Social Show 1 MM Tweets

3.4 MM Facebook Interactions4.8 MM Viewers

551K Tweets

SHARKS SELL

Sharks = Fear + Respect First Summer Blockbuster Hit at $470 MM

Sharks = Tourism Jackpot$314 MM Worldwide Annually

Sharks = Viral ContentPets in Shark Costumes 5.7 MM Views

sharks are POLARIZING

VS

Conservationists Radicals

26th Anniversary was the Most Watched Ever30 MM+ Viewers across 72 Countries

History’s Longest-Running Cable Programming Event

2.6 MM Tweets11 Trending Topics Globally

10 MM Facebook Interactions

#sharkweek brings us all together

2010 2011 2013

2.6MM

brands #winning

GoPro Valentines Day Celebration 2.6 MM YouTube Views

Volkswagen Beetle Shark CruiserSilver Lion Branded Content & Entertainment

TOMS Limited Edition Series$5 to Oceana for Every Pair Sold

AUTHENTIC INNOVATIVE PURPOSEFUL

brands #meh

Cold StoneCake Bites

Gillete FusionProglide TV

Oreo Daily Twist

TideShark Week Vine

INAUTHENTIC CONNECTION TO SHARKS