change take
From beach volleyball and gymnastics to tennis and dressage, hip-hop star Snoop Dogg is cheering on the crowds during the 2024 Paris Olympics. His involvement highlights how non-traditional celebrities can amplify an event’s impact and broaden its appeal.
Andrea Doyle
Snoop Dogg isn’t just showing up at the 2024 Paris Olympics. He dominated Olympic coverage. He carried the Olympic torch, supported the women’s gymnastics team, watched dressage with friend Martha Stewart and swam laps with former Olympian Michael Phelps.
You may not have NBC’s Olympic-sized budget, but there’s a lot in the playbook for conference pros to emulate. “We should be looking for influencers across all industries and using them as thought leaders and brand ambassadors because this will complement and enhance the attendee experience,” said Kara Dickerson, founder of Content With Impact. Previously, she Served as vice president of conferences for the Consumer Technology Association, a CES producer, and was responsible for event planning for the show.
The main takeaway is how a non-traditional speaker or celebrity can expand the reach of an event.
“While risky, this choice appears to be a smart marketing move from an event marketing perspective, generating both viewership and positive buzz,” said event strategist Louise Felsher. Viral stories.
It can be difficult for event planners to know when to take a risk. Paul Tramonte, CEO of Paul Tramonte Events, recalls having Dennis Miller as the keynote speaker. “Some people appreciated his humor and some didn’t. He created good conversation among attendees,” Tramont said. “When we take risks, I believe the audience will respect it.”
Ken Holsinger, Freeman’s senior vice president of strategy, has emphasized for years the importance of kicking SALY (“same as last year”) out of our campaigns. He said: “We rinse and repeat the same thing over and over again. New audiences won’t tolerate it.
That’s why Snoop Dogg resonates—he’s one of a kind.
keep it real
Another lesson from the masterminds is to let celebrities be themselves – don’t try to force them into roles that don’t come naturally to them.
“If he’s sitting behind a desk in a suit, that’s a failure. He’s in the stands freaking out about the same things we see at home,” says former conference expert and now keynote speaker specializing in consumer behavior, sales and marketing. Shawna Suckow said.
Snoop Dogg just being himself
“They didn’t try to downplay the way he spoke or his vibe and demeanor,” Dixon said. “They let him show his personality. It looked like he was really having a good time.
Since the pandemic, Suckow has emphasized the importance of authenticity. “We’ve all changed a lot and have a BS filter that’s always on high alert. We don’t have time to do anything that’s not true,” she said.
Additionally, today’s most successful campaigns are full of surprises. Many organizers said they had no idea where Snoop Dogg would appear next.
“NBC seems to have succeeded in sparking nostalgia and unity and creating a good vibe for America because Snoop Dogg and Martha have strong personalities, history and a genuine friendship. Global marketers need to break through a lot of static Factor, NBC found success with the pair’s help.
