IRL takeovers: Influencers are reshaping live brand activations and events

Influencers and creators are no longer confined to the realm of social media feeds; they’re stepping into the entertainment world, playing a crucial role in IRL events. They’ve emerged as powerful players in live brand activations and entertainment experiences that transcend traditional marketing.

Live activations are becoming cultural moments that take up considerable social chatter. As the digital and physical worlds continue to merge, creators are shaping these activations, bringing their unique audiences and creative energy to the table.
We’re seeing influencers as red carpet correspondents at major award shows, participating in exclusive brand trips, hosting pop-up shops and much more. Influencers and creators have moved beyond social media and become deeply embedded in our culture.

As a result, brands need to embrace experiential and omnichannel marketing strategies that incorporate influencer marketing. Creator participation in live activations can amplify your brand’s message, create authentic connections and drive serious ROI.

In this article, we’ll explore how these collaborations are redefining live brand activations, and provide insights on how to leverage the right influencers to maximize impact and engagement.

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The rise of influencers in entertainment and brand activations

The integration of influencers into live events has evolved in recent years. Initially known for their niche content and online presence, influencers have increasingly become key players in brand activations, live events and even in PR.

Influencers began their foray into live events through collaborations like LaurDIY’s partnership with Starbucks for their Sparkle Shop pop-ups in Canada. These early activations demonstrated the power of creators to draw crowds and create buzz around a brand experience.

As social media content has evolved into edutainment, influencers like Leo González have taken on roles traditionally held by entertainment journalists, providing red carpet coverage for events like the SAG Awards, Golden Globes and Netflix premieres. González has also expanded his role beyond coverage, presenting at events like the Producers Guild and hosting the VerizonAccess Concert Series.

UK influencer Amelia Dimoldenberg is another example of a creator who has turned into an entertainment influencer by making a name for herself at prestigious events. She covered the British GQ Man of the Year event, bringing her unique perspective and large following to the red carpet.

Influencers are also participating in tentpole industry events, contributing to the conversation and sharing their expertise. Marketing expert Lia Haberman attended SXSW, hosting a breakfast event with us and sharing key takeaways from her time at the event.

These examples illustrate a broader trend: influencers who initially gained popularity through their niche online content are now engaging in large-scale brand partnerships and live marketing activations. This shift highlights the growing recognition that influencers are not just content creators; they are also powerful brand ambassadors and experiential marketers.

The growing importance of live brand activations and the role of influencers

Live brand activations are a key component of experiential marketing. These events provide brands with a special chance to engage their audience on a personal level, creating memorable, immersive experiences.

It’s your chance to show who they are and what you stand for in a real, tangible way, which can help build a deeper connection with customers.

Influencers and creators add an authentic and creative touch that elevates the entire live experience. They’re helping brands reinvent their presence at major events and develop entirely new live experiences. Their knack for engaging loyal followings makes them the perfect allies to spark cultural moments that give your events a longer-lasting impact.

Influencers are able to cut through the noise by curating content on the spot and sharing exclusive behind-the-scenes glimpses all while interacting with their followers who might not be there in person.

Having influencers at your event enables an omnichannel experience that can drive higher levels of engagement and interaction. Their presence at your event lends credibility and creates authentic connections with their followers. Which in turn can significantly boost your brand’s online presence and reach, creating a ripple of awareness and interest.

Key elements of live marketing activations with influencers

Creating immersive experiences and collaborating with the right influencers can make all the difference in amplifying the reach and cultural relevance of your live brand activations. Here are some tips to follow when planning your IRL events.

Define and share your goals

What do you want to achieve? Brand awareness? Lead generation? Content creation? Concentrate on how your activation can captivate audiences, ladder up to business goals and demonstrate ROI.

Once you’ve defined goals, use them to guide your influencer selection and activation strategy. Include these goals as part of your brand pitch and expectation setting from the get-go. Both you and the influencer should have a solid grasp of the goals, deliverables and timelines. This clarity is key to sidestepping misunderstandings and ensuring everyone’s on the same page, leading to a more successful partnership.

Leverage the right influencers and creators for amplification

The right influencers can significantly amplify the reach of your brand activations.

Whether you’re looking for niche or entertainment influencers, consider factors such as audience interests, engagement metrics and brand alignment.

When looking through the lens of your audience’s interests, you might find unique and creative partnership opportunities that can position your brand in a new way.

Brand safety and alignment are crucial for a successful partnership. Opt for influencers whose values and content resonate with your brand’s mission. For instance, a health and wellness brand might pair with a lifestyle influencer who advocates for healthy living. This symbiosis helps the partnership feel organic and genuine to the audience.

Also consider factors such as their content quality and audience response. An influencer or creator with a strong track record of engagement can help your brand truly reach your desired audience in a timely manner.

Make event planning a co-creation opportunity

Influencer unique perspectives, audience insights and creativity can help brands craft experiences that truly resonate, surprise and delight. Collaborating with influencers and creators during the planning stages can help you elevate audience satisfaction by improving your chances of meeting and exceeding audience expectations.

Throughout your collaboration, effective communication will be the cornerstone of a fruitful partnership. Keep those lines open to ensure the influencer is prepared, and their content is in sync with your brand’s vision.

Establishing a relationship built on mutual respect is paramount. By respecting their opinions and suggestions, you cultivate a positive partnership, leading to more compelling and successful live activations.

Create immersive experiences

It’s not enough to be there or talk about the event. You need to give the audience (in-person and virtual) and the creator something to interact with.

Interactive displays are a potent means of captivating audiences at live events. At Cannes, Pinterest hosted the Manifestival which included various interactive booths related to the network’s trends and features. Attendees were able to make everything from charm bracelets to tie dye shoes, and get custom tattoos. These experiences brought Pinterest’s online community to life, entertaining audiences while also yielding valuable user-generated content (UGC) for social media sharing.

UGC extends the life of your activations by bringing the live events to social media, and something for attendees to share in their feeds before and after the event. If you’re lucky, your audience might help create a viral effect that blurs the live brand activation with social media culture. Don’t let this or the influencer’s content disappear after the event either. Repurpose their posts, stories and videos on your brand’s social media, website and other marketing materials.

Social gatherings are another way to create immersive experiences. Going back to our SXSW example, with Lia Haberman as host, our breakfast brought together attendees around a shared interest: the creator economy. Lia helped us facilitate real-life connections and knowledge sharing, bringing online discussions offline. We gave attendees a space to share their thoughts during and after the event, making them and their followers a part of the experience.

Use tech to enhance experiences

Technology is a key player in the evolution of immersive fan experiences, and its role will only grow. Augmented reality (AR) and gamification are at the forefront of this movement, transforming passive spectators into active participants.

The NBA’s All-Star Weekend app exemplifies this shift, where fans earned points by engaging with challenges and exhibits around the event. This boosted overall participation and enjoyment but also provided the NBA with a wealth of user-generated content (UGC) to leverage across their social media networks.

Beyond AR and gamification, other technologies are enhancing live events. Virtual reality (VR) can offer fans unique perspectives, such as courtside seats or backstage access, without physically being there. Wearable tech, like smart wristbands, can personalize experiences by tracking fan preferences and offering tailored content and interactions. Additionally, 5G connectivity will enable seamless streaming and real-time engagement, further blurring the lines between physical and digital experiences.

Also consider the features available within your social networks. Custom stickers, filters, sounds and more can further enhance the experience with exclusive content that influencers and fans can iterate on.

Harness the power of niche influencers for memorable brand experiences

Influencers are no longer just content creators—they’re experience creators, storytellers and cultural connectors between brands and audiences. By embracing this new paradigm, you can create truly impactful and memorable brand experiences that resonate far beyond a single social media post.

But it isn’t easy defining the value of influencer marketing, let alone live marketing activations. Tracking key metrics like reach, engagement, attendance and website traffic are a good start to measure the success of your influencer activation. To connect the dots between social engagement and bottomline, you need to dig into the data that demonstrates how these activations link back to business results.

Check out our framework for maximizing influencer marketing ROI at each stage of the customer journey.