When Influencers Bring Their Followers Into The Wild

As the influencer landscape becomes increasingly crowded, we're not surprisingly seeing creators gather their followers in physical spaces to elevate beyond the competition. While Influencers In The Wild has long celebrated the hilarity of seeing social content creation in public, we're seeing creator culture pull through to the other side of the screen in new and different ways. New York City's parks, for example, have become the unexpected stages for social media spectacles, turning serene green spaces into chaotic circuses. Take, for instance, the recent Timothée Chalamet lookalike contest in Washington Square Park. Organized by YouTuber Anthony Po, who had a former stint working for MrBeast, this event promised a $50 prize and a chance to channel your inner brooding heartthrob. The gathering swelled beyond expectations, catching the attention of the NYPD, who shut it down. The cherry on top? The real Timothée Chalamet made a surprise appearance, while Anthony Po walked away with a $500 fine and police hauled away a few look-alikes.

This probably brings back memories of Twitch streamer Kai Cenat's Union Square giveaway. He announced a free PlayStation 5 event, and thousands of fans descended upon the park. The result? Mass chaos, multiple arrests, and Cenat facing charges for inciting a riot.

This growing trend highlights an opportunity for marketers partnering with influencers in their campaigns. As the influencer space matures, with a massive population of large and small followers ready and willing to push product, how we utilize this online talent will require creative innovation to side step looking like obvious, transactional advertising to audiences who have grown up with this layer of talent. While we've now seen a couple of in-person opportuities go sideways, from Cenat to Po's in person gatherings, the watch-outs are becoming as clear as the campaign opportunity when it comes to utilizing creators to mobilize audiences in the real world.