Author: Steve Rotterdam

Game On! BONFIRE Teams with INSTIGATOR to Secure Gen Con Brand Sponsorships

Independent experiential marketing firm INSTIGATOR announced that it has been selected as the marketing and sales agent charged with securing non-endemic sponsorships for Gen Con 2018, the largest and longest running tabletop gaming convention in North America. In pursuit of this effort, the Minneapolis based agency will work in tandem with BONFIRE… Read More

DC’s New Logo: Through a Glass Not So Snarkly

After only four years, DC Comics has changed its iconic logo. Or, more accurately, changed it back. Even if you’ve never read a comic book (we’ve been told that a few of you exist, though I’ve never met one myself), chances are you’ve seen the DC logo if you’ve caught… Read More

Geek Culture is a Global Phenomenon

In an interview with the Economic Times of India, Bonfire’s Steve Rotterdam offers insights into the growth of geek culture and its implications for brand marketers. Economic Times: The Rise of Geek Culture  

Marketing Shifts into Hyperdrive for Resurgent Star Wars

The Force is with us. Business News Network chats with Bonfire’s Ed Catto about – what else? – Star Wars. Marketing Forces Awaken for New Star Wars Movie

Triggering a Mob Mentality

What better way to build anticipation for a show about the Mob (capital M) than to harness the power of the mob (small m)? As noted by Andrew Adam Newman in The New York Times, TNT has launched a multifaceted marketing campaign designed to intensify pre-launch support for and ongoing… Read More

What? You Don’t Speak Klingon?

Any brand marketer or student of sociology (and, really, shouldn’t they be one and the same?) still in doubt over the relevance and persuasive power of the “geek factor” within the broader culture need only pay attention the next time “Greetings,” Apple’s new ad promoting the iPhone 5c, breaks up… Read More

Better Latte Than Never

Seemingly lost amid the clamor of Man of Steel marketing tie-ins ranging from a Gillette-propelled debate over how Superman might shave to Sears overtly promoting itself as “starring” in the movie (and, if you’ve seen the film, they do have a point), is a strategic gem of a promotion orchestrated… Read More

Where Everybody Knows Your Secret Identity

In every conversation we have with brands and brand stewards about the marketing might of the geek culture community, we compare the significance of the “friendly neighborhood comic shop” to that of a local bar or, taking it a step further, private speakeasy. Well, one enterprising, progressively minded comic shop… Read More