Fans Are Your Brand’s Greatest Asset If You Can Spark an Emotional Connection

Roblox's In the Heights launch party harnesses the joy of fandom

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Christina Wootton of Roblox describes the success of a virtual experience that builds off an authentic connection with a subset of dedicated users—and how connections like that can expand your audience and strengthen brand loyalty.