How Community Co-Creation Built a Canon DC Supervillain

In this episode of The Future of Marketing, host Andres Figueira interviews Shae Biron, Marketing Director at Candy Digital. Shae shares how she's building community-first Web3 experiences for DC Comics collectibles without any marketing budget—relying entirely on organic reach and cultural momentum. From creating the first AI-powered DC supervillain through community voting to launching multi-layered campaign experiences tied to major film releases, Shae reveals the tactical playbook for marketing in the participation economy. Her approach demonstrates how Web3 enables fans to transition from passive consumers to active co-creators, fundamentally changing the relationship between brands and their audiences. Topics Discussed: Building zero-budget marketing strategies through organic community engagement Creating layered campaign experiences tied to cultural tentpole moments Designing collectibles that unlock exclusive content and evolving narratives Balancing education for Web3 natives versus newcomers in content strategy Implementing community-driven product development through voting mechanisms Measuring success through sentiment and cultural stickiness vs. vanity metrics Leveraging AI as an amplifier for human connection and community responsiveness Architecting cross-platform digital identity and asset portability