jump! Rubberneck: Camping With Brand Fans. Are you a fan of any brand? Would you camp out for five days for the release of their latest product? On a cold November night in London we met fans who would. The guys on the cover sheet are people queuing for the latest PlayStation machine. The quote above was a rallying call in the PS4 Lounge in Covent Garden. We wanted to understand some of the key themes that made up their relationship with Sony PlayStation. And what we could learn for brands in other categories.

1. © jump!® 2013
ÉpaterlaBourgeoisie
© jump!® 2013
ÉpaterlaBourgeoisie
jump! Rubberneck
Camping with fans in Covent Garden

2. © jump!® 2013
ÉpaterlaBourgeoisie
Who are you to be ordinary?
Who are you to deny greatness?
We will not be denied,
Greatness awaits!
Are you a fan of any brand?
Would you camp out for five days for the release of their latest product?
Yesterday, we met fans who would. The guys on the cover sheet are people queuing for the latest PlayStation machine. The quote
above was a rallying call in the PS4 Lounge in Covent Garden.
They camped, shivered, huddled and slept in Covent Garden to get their hands on a new PS4.
We thought it looked like great fun, so we joined them. We’re fascinated about what makes people fans of certain brands and how
this level of fandom is created and built over time.
We took to the streets yesterday with a voice recorder and a camera to hang out with some fans.
We wanted to find out why they had left the warmth and comfort of their homes to brave the cold of November in London.
We wanted to understand some of the key themes that made up their relationship with Sony PlayStation.
And what we could learn for brands in other categories.
We have four big energies, four observations and four provocations.
Enjoy the read. And let us know what it sparks.
hello
we are jump!, the innovationists

3. © jump!® 2013
ÉpaterlaBourgeoisie
up and down the queue
four big energies
BrothersPower Story Nemesis
The fans we met yesterday loved
the ‘power of Playstation’.
Power, for these fans, meant
powerful machine, powerful
memory capacity, powerful games,
powerful experiences, powerful
me.
Fans want to feel powered up every
time they interact with their
brand.
The fans we met yesterday acted
like brothers to each other. His was
a real tribe.
They shared, laughed, stuck up for
and supported each other. They
built up the excitement to keep
themselves occupied. Banter and
love 
Fans want to feel like they have a
band of brothers behind them.
These fans were defined, nearly
as much by who they actively
rejected (in this case
Microsoft).
These fans hated Microsoft with
‘their slack privacy policy’ and
‘inferior games’. It ran deep.
Fans want to strengthen their
bonds with their brand, through
active rejection of competitors.
Most of the fans yesterday had great
memories of playing different consoles
in the past.
They all felt part of the Playststion
legacy. And they couldn’t wait to see
what the next new chapter would bring.
Fans want to feel part of your brand’s
growing story. And the best brand
reinvent new ways for fans to discover
more about them.

4. © jump!® 2013
ÉpaterlaBourgeoisie
for your brand
four provocations
1. Show your
Power and
Celebrate theirs
• Find your
greatness; your
inner strength
which fans believe
in. Then show your
power to the
world. By doing so,
you’ll make fans
feel powerful.
BrothersPower Story Nemesis
2. Constantly
re-invent your
story
• Create new
excitement that
make people want
to feel more part
of your story. Re-
invent, re-invent,
re-invent.
3. Celebrate your
brothers
• Find your fans.
Celebrate them.
Reward them.
Galvanise them.
Love them.
4. Find your foe
• Stand for something
completely opposite
to your greatest
competitor. Find
your extreme point
of disruption and
difference.

5. © jump!® 2013
ÉpaterlaBourgeoisie
for your brand
four provocations
Show your Power.
Celebrate theirs
Find your greatness;
your inner strength
which fans believe in.
Then show your
power to the world.
By doing so, you’ll
make fans feel
powerful.
BrothersPower Story Nemesis
Reinvent
Reinvent
Reinvent
Create new
excitement that
make people want
to feel more part of
your story.
Brothers.
Not Customers
Find your fans.
Celebrate them.
Reward them.
Galvanise them.
Love them.
Find your Foe
Stand for the
opposite to your
greatest competitor.
Find your extreme
point of disruption
and difference.

6. © jump!® 2013
ÉpaterlaBourgeoisie
And that’s it. Fan Rubberneck from jump!
Don’t be a stranger now!
Give us a call to see how we could
help you create fans for your brand.
Bettina; bettina@jump.ie
Bettina; bettina@jump.ie
Lee; lee@jump.ie; 00353 863043837
Paul; paul@jump.ie;
Ruan; ruan@jump.ie;