Session

Tuesday, September 29, 2026
4:00 PM - 4:30 PM
Court

Putting the "Unique" back in USP: How fan culture wins the attention economy

Tuesday, September 29, 2026
4:00 PM - 4:30 PM
Court

Putting the "Unique" back in USP: How fan culture wins the attention economy

Deep fandom offers the ultimate antidote to shrinking attention spans and media fragmentation.

Crave's Heated Rivalry has become a global phenomenon and shows how leaning into a very specific world - rather than something generic designed to appeal to the masses - can spark intense fandom, engagement, and ultimately scale into broader reach.

Ikea's iconic staples like Billy have spawned an endless flow of Hack content, and the multi-generational followers of the Swedish retailer's seasonal drops, collabs - and quirky personality - prove that fandom is not confined to the entertainment space and has longevity.

Bell Media's VP Global Content Justin Stockman and Ikea Canada's Head of Marketing Jonelle Ricketts take the CMO stage to share their insights and experience in connecting more authentically with audiences and creating space for fan engagement, from collabs to content drops. Join them for a conversation on how fandom is triggered, nurtured, and how it can transform attention economy issues.