Shared Experiences Campfire is where like-minded people are participating in an activity. Online multiplayer games like Fortnite have 200 million users, and teens spend many hours on it keeping up with virtual friends and attending virtual concerts and events within the platform. Another example is the live broadcasting platform Twitch.
Brands can tap into these shared experience campfires by associating with and creating virtual activities that are related to the audience grouped together and participating actively due to their shared interest.
Brands have to make use of these creative ways to tap into these increasingly fragmented social 'campfire' networks, to increase their brand loyalty, retention and long-term love.