Don’t write off the value influencers place on exclusive access to the events and experiences they love. For Russian-born tastemaker Sonya Esman, who has 1.9 million Instagram followers, that’s music and life experiences. The same can be said for Eleanor Calder, Betty Autier, Sandra Lambeck, and Monica Geuze, who joined Esman at last year’s MTV EMAs (European Music Awards). These “It Girls” were offered a dream trip to a once-a-year, globally celebrated music event including airfare to the Dutch city of Rotterdam, luxury lodging, a glam squad, dinner at a Michelin-starred restaurant and exclusive access to the red carpet and beyond.
The larger incentive for the “It Girls” was the chance to meet celebrities on the red carpet, sit alongside artists on stage during the show and be featured on-air announcing the Best Look award to winner, Lady Gaga. All of these factors add up to one thing – extreme accessibility that allowed each girl to curate a moment for her fans that was both unique and authentic to her brand.
As Viacom International Communications Manager Christina Ringstrom explains, “We’ve hosted influencers at the EMAs before, but this time we reimagined our strategy to bring them inside the show. We provided them a unique experience that not many get the opportunity to have. Instead of viewing this as a transaction, we brought them into every detail of the global celebration of music, before and after the actual show.”