In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

To stop resellers from getting their hands on a limited-edition Nike x Travis Scott Jordan golf shoe, golf shop Trendygolf asked shoppers to hit a golf ball a certain distance to prove they play – creating a sense of ‘earned exclusivity’ and building a strong brand community.

Heineken has launched a campaign to transform select 24-hour laundromats in South Korea into late-night sports-viewing locations for football fans. International sports fans are looking for brands to support their matchday rituals with unconventional activations like Heineken’s.

More and more Gen Alpha gamers in Southeast Asia are finding support and community via online games, creating multiple opportunities for brands looking to join the fun. Savvy marketers have begun partnering with popular Twitcher streamers and YouTubers, tapping into the gaming community's idols.

Nintendo's influence spans from family-friendly entertainment and 5-bit adventures to driving lucrative career opportunities within Japan's thriving gaming industry. As analogue experiences help people cope in a crisis-stricken world, Nintendo’s toys and games now serve as social anchors.