Brand-Owned Serialized Drama as Fandom and Destination Marketing

The Chicago Cubs' 17-episode TikTok romance and MGTO's multilingual travel mini-dramas show brands using serialized, platform-native fiction to build fandom, destination intent, and repeat engagement. MGTO reportedly generated up to 8 million views and 400,000 interactions for one series, but attribution, conversion, and repeatability remain unverified.