What if your next product launch sold out in minutes without your website crashing, without bots stealing your inventory, and without customers flooding your inbox with complaints?
That’s exactly what Michael Dodsworth helps brands do. As the founder and CEO of Fanfare, his platform has powered some of the biggest and smoothest product drops in e-commerce, including SKIMS’ $1 million-in-a-minute launch.
Michael has spent his career solving problems under pressure—building systems for massive live events, selling companies to Salesforce and Ticketmaster, and now bringing that reliability to brands of all sizes. In our conversation, we dove into the future of customer loyalty, fandom, viral demand, scarcity, and how to launch without failure.
Customer Loyalty in 2025
Host: Michael, let’s start with loyalty. What does it look like today, and why does it matter more than ever?
Michael Dodsworth: Loyalty today isn’t about discount codes anymore. People expect engagement. They want to interact with a brand on social media, experience it in multiple ways, and feel part of a community.
That’s why more brands are turning to drops—limited, hyped launches that create anticipation and exclusivity. It’s powerful if you nail it. But if you fail, you create more frustration than you would in a normal sale.
When Brands Get It Wrong
Host: What goes wrong in these moments?
Michael: Usually, it’s because teams are patching systems together. A waitlist here, a Google form there… under normal conditions it might work, but when hundreds of thousands show up, it collapses.
We’ve seen bots make it worse—snatching inventory before real customers can. The result is a mess: customers don’t know if their orders went through, brands scramble with refunds, and the hype backfires.
Host: Any examples?
Michael: One of the worst I saw was a Nike collab with an artist. The hype was massive, but the launch collapsed. Bots scooped inventory, customers were furious, and the artist said she’d never do it again. Imagine—your career-defining collab ruined because of execution.
And of course, the Taylor Swift ticket debacle is another big one. Millions showed up, the system crashed, and fans felt betrayed.
Why Fanfare Exists
Host: So what made you start Fanfare?
Michael: Honestly, frustration. I’m a sneakerhead, and every drop felt like punishment. Bots, queues, site crashes—it was painful.
Before Fanfare, I ran Rival, a live events ticketing company competing with Ticketmaster. From that world, I saw how even giants struggled when millions hit their systems at once. If Ticketmaster can’t keep up, what chance does a smaller brand have?
So I built Fanfare to give brands a fighting chance—to make drops smooth, fair, and actually enjoyable.
Loyalty Programs That Work
Host: What about traditional loyalty programs? What’s wrong with them?
Michael: Too many rely on discounts. That’s not loyalty—it just trains people to wait for a sale. At worst, it can feel manipulative.
Real loyalty is about making people feel special. Give them exclusive or early access. Reward them with experiences money can’t buy. That’s what builds true fandom.
Taylor Swift tried a presale where fans had to buy multiple copies of her album to qualify for tickets. To many, that felt like squeezing them. Compare that to giving loyal fans exclusive early access—that makes people feel valued.
The Hype Drop Playbook
Host: Fanfare has a “Hype Drop Playbook.” What’s in it?
Michael: It’s a five-step framework any brand can use. It covers how to:
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Build anticipation with waitlists and teasers.
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Use scarcity deliberately.
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Orchestrate announcements across platforms.
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Protect against bots and crashes.
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Turn hype into long-term loyalty.
It’s free on our site (fanfare.io/playbook) and a great starting point for anyone curious about drops.
Who Should Be Running Drops?
Host: What kinds of companies are a fit for Fanfare?
Michael: Anyone who wants to turn moments into movements.
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Streetwear and footwear are obvious—sneakers practically invented drops.
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Luxury brands use scarcity brilliantly.
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Collectibles like toys and trading cards thrive on it.
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Even up-and-coming brands with strong storytelling can succeed—especially if they pair with influencers.
It’s not just about sales—it’s about marketing. Drops create culture moments.
Scarcity Done Right
Host: Scarcity is powerful, but when is it appropriate?
Michael: First, separate needs from wants. Scarcity shouldn’t apply to essentials—nobody wants detergent in a “limited drop.”
But for things people want—sneakers, collectibles, premium collabs—scarcity builds intrigue.
A good example is Dr. Squatch Soap. They did a collab with Sydney Sweeney and launched a “bathwater-infused soap.” Quirky, funny, and limited. The servers melted, resales hit thousands on eBay, and suddenly everyone was talking about Dr. Squatch.
That’s the power of scarcity—it sparks conversation and elevates the whole brand.
Drops + Influencers = Magic
Host: How do influencers fit into this?
Michael: Perfectly. Influencers are experts at attention. Pair them with exclusivity and you get cultural fire.
Nike’s collabs with Travis Scott are the model. SKIMS—founded by Kim Kardashian—is another. The celebrity drive plus drop model is unstoppable.
At Fanfare, we’ve even added live streaming and chat to drops. Imagine an influencer doing a product demo inside the drop event itself. That’s next-level engagement.
The Future of Product Drops
Host: What excites you most about the future?
Michael: Two things:
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Holiday surges—Black Friday, Cyber Monday—are always thrilling. Helping brands survive that chaos is fun.
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In-real-life drops. We’re rolling out events where fans gather in person, but the experience is powered by the same tech we use online. Imagine 60,000 people pointing their phones at the sky for a digital drop. That’s coming.
We’ll be showcasing this at NRF in Paris and later in New York.
Weird & Wonderful Collectibles
Host: On a personal note—if I wanted to get into collecting, what would you suggest?
Michael: (laughs) Stay away from mechanical keyboards. That hobby gets expensive fast.
But seriously—find what you love. For me, it’s sneakers and gaming collectibles. For others, it might be vinyl, audio gear, or plush toys.
Take the Labubu plush craze—retail at $85, resale over $10,000. It feels like Beanie Babies all over again. Not my thing, but it shows how fandom can create insane demand.
Final Words
Host: Any final advice for our readers?
Michael: Don’t underestimate culture. Drops are about more than transactions—they’re about creating moments people talk about.
If you’re a brand, think: how can I make my audience feel special? How can I create exclusivity, intrigue, and connection?
In a world where AI and algorithms make marketing noisier than ever, being different, unusual, and memorable might be the most powerful way to stand out.
Closing Thoughts
Michael Dodsworth reminds us that loyalty is no longer about discounts—it’s about experiences, fandom, and scarcity done right. Whether you’re a global brand or a personal brand just starting out, the lessons from product drops apply:
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Make your customers feel special.
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Create moments, not just sales.
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Be ready when attention comes.
Because when hype meets preparation, the results can be extraordinary.
Want more?
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Visit fanfare.io
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Download the Hype Drop Playbook
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Connect with Michael Dodsworth on LinkedIn