Fandom is no longer just a consumer phenomenon; it's a brand strategy. In this panel, we dig into how today's most passionate audiences are reshaping the experiential playbook, and what it takes to show up in a way that builds community, earns media and keeps fans coming back—from Audible's 2,400-person San Diego Comic-Con panel to The North Face's decade-long Global Climbing Day to Pinnacle's work at Fanatics Fest.