Diving into the subcultures of Finactics and League of Legends

1. cultural sampling
Mining the underbelly of the Internet for fun & profit

2. “there is no mainstream. there are many
streams.”
-Andy Bennett, “After Subculture”

3. today’s SUB CULTURES
League of Legends
Finactics (people who love sharks)

4. let’s dive in!

5. league of legends

6. wtf is league of legends?
Nexus
Nexus
Towers
Minions
Champions
Items
Bot
Lane
Top
Lane
Mid
Lane
The
Jungle
The
Jungle

7. Right now 4 million people are playing.

8. it’s big.
0
20
40
60
80
Instagram League of Legends Spotify Tinder Reddit
2.7
5
14
27
75
Platforms by # Daily Active Users (Millions)
2013 World Championships
30MM viewers

9. it’s passionate.
Mind-blowing fan art Fan-made music videos Celebrities

10. brands are in.
Win: AmEx releases a line of cards
that give cashback in in-game money
Meh: Coke Zero sponsors a
tournament that was already happening

11. people who like
fin-atics

12. fin-atics > beliebers
#1 Most Social Show
1 MM Tweets
3.4 MM Facebook Interactions
4.8 MM Viewers
551K Tweets

13. SHARKS SELL
Sharks = Fear + Respect
First Summer Blockbuster Hit at $470 MM
Sharks = Tourism Jackpot
$314 MM Worldwide Annually
Sharks = Viral Content
Pets in Shark Costumes 5.7 MM Views

14. sharks are POLARIZING
VS
Conservationists Radicals

15. 26th Anniversary was the Most Watched Ever
30 MM+ Viewers across 72 Countries
History’s Longest-Running Cable Programming Event
2.6 MM Tweets
11 Trending Topics Globally
10 MM Facebook Interactions
#sharkweek
brings us all together
2010 2011 2013
2.6MM

16. brands #winning
GoPro Valentines Day Celebration
2.6 MM YouTube Views
Volkswagen Beetle Shark Cruiser
Silver Lion Branded Content & Entertainment
TOMS Limited Edition Series
$5 to Oceana for Every Pair Sold
AUTHENTIC INNOVATIVE PURPOSEFUL

17. brands #meh
Cold Stone
Cake Bites
Gillete Fusion
Proglide TV
Oreo
Daily Twist
Tide
Shark Week Vine
INAUTHENTIC CONNECTION TO SHARKS