The rise of the random 'superfan'

The book should find its way into marketing courses to help prospective MBAs

Superfandom 

How Our Obsessions are Changing What We Buy and Who We Are

Aaron M Glazer and Zoe Fraade-Blanar

Hachette

318 pages; Rs 499

In April, Carter Wilkerson, a teenager from Nevada, tweeted to Wendy’s, an American fast food chain: “Yo@Wendys how many retweets for a year of free chicken nuggets?” Mr Wilkerson’s tweet was probably in jest, but Wendy’s chose to humour him nonetheless: “18 million.”

Mr Wilkerson’s subsequent tweet, in which he asks Tweeples (short for “Twitter people”) around the globe to help him reach his goal, was retweeted more than 3.4 million times, the highest ever, beating the earlier record