Submitted by NewGen

Fanatics Live: Bringing Creators & Fans Together

NewGen built a creator-led London store experience for Fanatics Collectibles that drove sign-ups to the FanaticsLive platform, and the agency reports 1.8M Views.

18Kclicks
200sign ups
1.8Mviews

Case in 60 seconds

Fanatics Collectibles needed FanaticsLive established as the go to platform for live breaks, which required both traffic and sign-ups from audiences who had no existing reason to visit a new livestreaming destination.

The campaign appears to turn on the reading that live card breaking is watched for the room and the people in it rather than the cards alone, so creators with a genuine passion for the hobby could carry the format credibly to their own communities.

Put the fan experience at the front of the work by making a store the stage, with creators hosting rather than merely appearing, so the platform was demonstrated in use rather than advertised.

NewGen partnered with football-focused creators and invited each to the London store to host their own livestream alongside professional breakers, engaging their communities and showcasing the space, while short-form content amplified through paid media drove traffic and sign-ups to the FanaticsLive platform.

NewGen reports 1.8M Views and 18K Clicks from the work, together with 200 Sign ups to the FanaticsLive platform, with no period or spend attached to any of the three figures.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Fans and collectors reached through football-focused creator communities, described by the page as new audiences for Fanatics and as communities with a passion for the hobby or card collecting.
Card collecting sits between hobby and spectator entertainment, and the page positions the work around bringing the fan experience to the forefront, which suggests the harder task was making a trading category feel like something to watch rather than something to own.
A live breaking platform has to be seen working before it means anything, so the page describes hosting a store experience and inviting creators into it rather than describing the platform in paid media alone.
Fanatics supplied the store, the professional breakers and the platform, taking the role of host while the creators supplied the audiences, which is why the page frames the goal as elevating presence across new audiences.
Based on the available evidence, the work assumes a creator community follows the creator into an unfamiliar format, so the sign-up ask was placed after the livestream rather than in front of it.

Creative & Execution System

Assets & channels

  • livestream
  • short-form content

Partners

  • NewGen (lead_agency)

Participation mechanic

  • Creator communities took part by joining the livestreams hosted from the London store alongside professional breakers, and by clicking through to sign up to the FanaticsLive platform.

Creator role

  • football-focused creators
  • professional breakers

Results & Evidence

MetricValueResult type
clicks18K Clickstraffic
sign ups200 Sign upsperformance
views1.8M Viewsvideo_views

The Work

TikTok@visacashapprb/video/7439438337938574624

Why NewGen's strategy worked

  1. 1

    Casting creators for hobby passion and like-minded audiences rather than reach alone gives a livestream host something to talk about across a long unscripted broadcast, which a follower-led cast cannot be relied on to supply.

  2. 2

    Pairing creators with professional breakers puts the technical demands of the format on people who do it for a living, which frees the creator to work their community rather than the product.

  3. 3

    A physical store gives creator content a setting that is shared across every host, so short-form cutdowns from separate creators read as one campaign rather than as unconnected posts.

  4. 4

    Reporting views, clicks and sign-ups together makes the drop-off between each stage legible, which a reach-only result would conceal.

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