Viral marketing can be a dangerous thing or a blessing. Bombard people with it too much and they will be turned away, or don’t get their attention at all. I thought that the campaign initiated by the fans of the show was brilliant. The video showed a great example of the passion that these ultimate fans have. Instead of simply typing something up and sending it to their virtual friends, they actually spend their own money to purchase the DVD sets and simply loan them out to people who haven’t seen the show. Forget the Star Wars fans who hoard their sacred trilogy box sets, let’s see them give them out to people to watch (knowing they will probably never give them back).
The browncoats are not just a group of “superfans” who participate in all sorts of fandom, they are a community. They hang out with each other, support each other, and come together for the common good of their cause. These people actually consider their fellow fans family and actively participate in different festivals related to their cause. They were so dedicated to their cause that they helped get the idea for a Firefly movie in motion by buying so many DVD's and writing countless letters. I have never seen a group of this sort so supportive of their creator. And it was amazing to see that they were so enthusiastic about supporting Joss Wheadon’s love for charity.
Do these people have too much time on their hands? HELL NO! They support each other and support something that they love. I personally felt a little lazy after watching that video. I think it is time I bought a brown coat.
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