Ian Borthwick, SeatGeek's director of influencer marketing, shares his tips for a successful campaign and examples of what brands should avoid.
Borthwick said investing in influencers like Dobrik has helped the brand compete with rivals like Ticketmaster and StubHub. And for SeatGeek, creating an effective influencer marketing partnership means taking a backseat and trusting the influencer with the creative direction."If you let your guard down and really lean into the joke of the entire thing, you can reach a level where the audience really celebrates you and you don't feel like some stuffy brand," Borthwick said.
SeatGeek has"leaned into" some of the jokes between the company and Dobrik, from Borthwick jokingly calling the company a"car dealership" while on the phone with Dobrik"What did we do wrong..." SeatGeek wrote sharing the tweet, later adding:"PLEASE WE HAVE A FAMILY!" "I think a lot of brands make the mistake of sending over these incredibly complex and restrictive creative briefs," Borthwick said."Ultimately, those produce bad influencer marketing."
By taking a backseat and allowing the influencer to drive the direction of the sponsorship, brands can utilize the unique creator-fan relationship that comes with working with a popular influencer, Borthwick said.
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