The role of influencer marketing has grown tremendously in recent years, but how can individual campaigns be strategically elevated to the next level that truly sticks in people's minds? This is achieved by combining physical event experience, immersion, and digital dimension through phygital events.
Read below two recent examples of phygital campaigns produced by Troot that successfully turned influencer and brand collaborations into phenomena.
The strong parasocial relationship between influencers and their followers is one of the cornerstones of event marketing. When influencers participate in events, they make the brand experience more personal and appeal to the audience in an authentic way. Live activations make phenomena created on social media concrete and strengthen community and consumer memory traces.
Kitchen Joy has been part of the YouTube Allstars phenomenon for several years. The YouTube Allstars ice hockey event brings together Finland's most popular influencers for families and the intense atmosphere of live ice hockey. This year, the event was held for the first time in Tampere at Nokia Arena, and tickets sold out – nearly 13,000 participants filled the stands!
Kitchen Joy's strategic presence covered all phases of the campaign. Pre-event marketing was visible in both influencers' and the brand's own channels, building anticipation and interest around the event. During the event, Kitchen Joy dominated the visual appearance of Nokia Arena, appearing on DOOH displays as well as at the venue through VIP box experiences and tasting point delicacies. Additionally, the event atmosphere shared on social media channels and social media buzz extended audience reach and increased the brand's national visibility even for those who couldn't make it to Nokia Arena in person.
Kitchen Joy's case demonstrates that a multi-channel strategy that combines immersive experiences and influencers' emotional connection with the audience creates long-lasting impact. The brand is talked about on social media and its value is retained in people's minds even after the campaign ends.
The Labello Caring Beauty product range organized an impressive and innovative phygital event on International Women's Day, March 8th, which combined immersion and digitality in a unique way. At the center of the event was an impressive 3.5 meter tall Labello Caring Beauty lip balm tube, inside which visitors experienced an interactive AR filter through Snapchat. Additionally, they received a color analysis to find their perfect shade from three available options.
The event's appeal was enhanced by popular influencer duo Ella & Helmi, whose presence strengthened the phenomenon and brought even more interested visitors to the location. During the day, the event point attracted over 3,000 participants, and the Labello Caring Beauty brand reached tens of thousands of eyes, making the event not only noteworthy but also extremely impactful.
Labello's success story demonstrates how involving influencers and providing an immersive brand experience can significantly strengthen an event's impact, increase its visibility, and create phenomena that remain in people's minds
Campaigns like Kitchen Joy and Labello challenge brands to think about what they can offer their audience through influencer collaborations. Is it exclusive experiences? Unforgettable social first moments that leave a lasting impression?
Traditional ads may come and go, but experiences live on in the audience's minds and conversations. That's why we recommend brands think about what "extra" value and benefits their specific collaboration can bring to their target audience. Unforgettable marketing isn't just about visibility – it's a feeling that lives on long after the event ends.
