Fan Engagement: 7 Impactful Ways We Bring Fandom to Life

Crafting fan engagement into reality happens when the connection to a story, a brand, or an artist is shared, celebrated, and reinforced through meaningful, memorable experiences. After years of creating fan experiences, we know true fandom isn’t manufactured—it’s nurtured, one unforgettable fan moment at a time.

At Moment Factory, we don’t just design immersive experiences, we craft the spaces where passion becomes tangible and where individual fan loyalty transforms into a collective celebration. Whether it’s a concert hall where every seat feels like the front row, a sports venue that pulses sports fans with team spirit, or an airport’s interactive content that makes travelers pause mid-journey, we’re obsessed with one thing: making fans feel they’re closer than ever before to what they love. 

That’s what real fan engagement and brand loyalty is all about—the moment someone stops being a spectator and becomes part of something bigger than themselves. Here’s how we do it, the Moment Factory way.

1. The Power of Togetherness (and Why Fans Keep Asking For More)

The heart of fandom beats stronger the moment people gather, side by side, merging into one unified energy. Over the years, we’ve designed for the awe of collective wonder by creating experiences where engaged fan bases feel closer to what they love—be it an artist, a team, or a brand. 

Take our collaboration with Billie Eilish's for her Hit Me Hard and Soft 360°stage design. Working closely with Billie and her team, we developed a creative show direction that brought her artistic vision to life, translating her words into visual experiences. Creating a fan experience like they were part of an intimate evening in a space built for thousands. Every angle of Billie’s stage offered a unique perspective, making fans part of the visual story unfolding live. They didn’t just attend her World Tour; they belonged.

When creating intimate connections on a grand scale, we can’t go without mentioning our ongoing collaboration with Olivia Rodrigo, Billboard’s 2024 “Touring Artist of the Year”. The scenography for her GUTS World Tour created moments of pure intimacy on a massive level—like the flying crescent moon transporting her across the arena above a sea of devoted fans. 

Togetherness is the heartbeat of fan loyalty, and we’re here to make sure it never skips a beat.

2. The Joy of The Unexpected (and How Fan Engagement Finds You Where You Least Expect it)

The best fan engagement moments often happen when you’re not looking for them. There’s something beautifully surprising about encountering your fandom in the most unexpected venues—like an airport terminal. 

Our installation at Toronto’s Pearson Airport travelers weren’t expecting an immersive experience celebrating the biggest concert of the year. Suddenly, instead of just passing through the airport, they found themselves caught up in a world of shimmering visuals that sparked genuine fan participation through interactive digital content.

At Hong Kong International Airport, travelers passing by the Crystal Elevator can discover the animated misadventures of their beloved local cartoon characters inside a toy claw game—proving that fan engagement can happen anywhere when the journey becomes unexpectedly as memorable as the destination. 

Sometimes the best fan experiences are the ones you never saw coming.

3. The Wonder of Stepping Into Your Hero Stories (and How You Become Part of Their Storyworld)

Every fan has imagined what it would be like to step inside their favourite hero’s story, to walk through the world where their idols began their journey. These dreams are our specialty—creating fan experiences where the line between observer and participant disappears, completely. 

The Messi Experience doesn’t just honour the football legend; it welcomes sports fans into his personal history, making them part of his incredible story. Visitors can explore faithful recreations of pivotal spaces from Leo Messi’s life, including his childhood bedroom, experiencing his journey from aspiring boy to global icon through an active participation, interactive games and immersive storytelling. 

And whether it’s magical castles that transport you to fairy tale realms or faraway starships that make you feel you’re traveling through distant galaxies, we’re obsessed with crafting fan experiences that don’t just show you a story—they let you live inside it. 

When true fans can explore, touch, and inhabit the worlds they love, something profound happens—because the best fandom stories aren’t just told—they’re experienced, and they become truly immersive. 

4. Turning Spaces Into Memorable Fan Experiences  (and How We Transform Them Into Timeless Tributes)

Some stories are too important to be confined to history books—they need to be felt and celebrated in spaces where legacy becomes a living fan playground experience. 

The Vancouver Canucks Hall of Fame isn’t just an exhibit of a sports club; it’s a permanent immersive experience that transformed the Rogers Arena concourse for the team’s 40th anniversary, highlighting the careers of three players and offering sports fans a chance to engage with the team’s history. Through an interactive hub and immersive technology, Canucks fans can relive iconic plays, celebrate hockey heroes and feel like they were there to witness it all. 

At CFG Bank Arena, we created a multimedia installation that brings fan engagement and tribute to life— whether it’s a concert, a sports game, or any live event—before fans step through the doors. Using dynamic and personalized content, we activated the arena’s exterior facade into a modern ecosystem that adapts from day to night—amplifying the excitement of arriving fans while making it a symbol of the city’s timeless identity that radiates energy across downtown Baltimore.

When the environment amplifies fan emotions, every wall becomes an opportunity to pay tribute, belonging to everyone who encounters it—creating truly timeless fan moments.

5. The Thrill of an Engaged Fan Base (and What Happens When Passion turns into Participation)

The most powerful fan experiences are the ones that don’t just entertain—they’re the ones when fan participation transforms spectators into participants. 

Take Realmadrid Games, where fans step into our immersive gameplay storyworld  and progress from rookie to elite team members.

Using connected devices, visitors of all ages create personalized avatars and see themselves playing alongside their heroes; they don’t just watch their favourite team—they become part of it. This is what next-level fan engagement looks like.

The transformation from spectator to participant extends far beyond sports arenas. The Tabegami Sama experience in Japan invited foodie fans to actively discover the profound story of traditional Japanese cuisine through immersive participation. Rather than simply learning about Washoku culinary traditions, guests followed interactive installations, touching seasonal ingredients and exploring cooking processes.

The best fan experiences don’t just happen to you—they happen with you. Fan engagement isn’t about being on the sidelines—it’s about becoming participants of a story and a sense of belonging over the experiences they love.

6. The Rush of Fear (and Fan’s Love Affair with Shocking Moments)

Not all fan engagement strategies are about celebration—sometimes it’s about the thrill of being scared out of your mind. There’s a reason why fans love a good fright: it’s in the unexpected moment it creates and the adrenaline-fueled passion that leaves them invested in the story. 

At Ghost Boat, a peaceful after-dark excursion quickly turns into an immersive horror experience, where fans grip to each other through the entire journey on land as they journey through a haunted canyon filled with evil forces. It’s not just about the scares; it’s about the collective experience of facing fear together, then laughing about it afterward. 

In Forest of Shadows, visitors enter a forest reclaimed by a sinister force. Strange echoes surround you, while hidden creatures watch your every move. With each step, striking immersive installations pull you even deeper into a spine-tingling tale.

The rush of fear might seem like an unlikely tool for fan engagement, but it’s actually one of the most powerful. The best fan experiences are those that make your heart race and form bonds that last far beyond the experience itself.

7. Creating New Fandom (and How Beloved Characters Are Born)

Not all fans are born; many are made. When you craft original characters with authenticity and magic, people don’t just visit them; they fall in love with them.

Meet Kraki, the beloved character from our Aquascope experience, Les Abysses de Lumière, who has been charming visitors into instant superfans, capturing hearts and imaginations far beyond the immersive installation. What started as part of an immersive aquatic journey has grown into a character that people genuinely care about, creating a fan base asking to see it again.

Our Lumina Night Walk Series has created perhaps the most remarkable example of new fandom in our portfolio. With over one million visitors at Foresta Lumina alone in Coaticook, Quebec and 25 Lumina Night Walks Series around the world, they have become a celebrated global love affair for many and have evolved into a devoted community of fans. 

This is the ultimate proof that fan engagement isn’t just about leveraging existing passions; it’s about creating new ones. When you craft immersive experiences with enough care, creativity, and authentic emotion, you create communities that will champion your work long after the lights go down.

The Future of Fandom

At Moment Factory we believe the future of fan engagement is more than just connection; it’s transformation. It’s about a deeper understanding of what makes people passionate in the first place. It’s about creating spaces where technology and creativity collide to deliver fan experiences that are unforgettable than ever before.

Because at the end of the day, the best fan engagement isn’t about turning people into customers; it’s about turning them into advocates and lifelong members of communities built around shared wonder and deep emotion. For us, that’s the craft we’re devoted to perfecting, creating unforgettable fan experiences that live on long after they end. 

Explore our collections from engaging fan experiences in concerts, brand activations, theme parks to sports experiences.