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Today, with the ease of viralization in social networks, a single image or video of a public figure consuming a product can generate millions of impressions in a matter of hours, without the brand having invested directly into a formal advertising agreement.
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82% of consumers trust more in a recommendation that seems authentic and not paid, says Matter Communications.
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The Earned Media can represent up to 50% of the total impact of a campaign, according to Nielsen.
With a model beer in hand, Katy Perry It was seen among the attendees to the second concert of Lady Gaga at the GNP stadium. The singer, who recently started her own series of concerts with a big production, took advantage of a free moment to enjoy the show of her colleague.
At the time of starting the show, several fans who were in the VIP tent noticed that Katy Perry was present touring the first rows of the enclosure. Immediately, social networks were flooded with photos and videos where you can see the artist, who monopolized all eyes and caused screams and applause of emotion in his path.
However, what caught the most attention was not only his presence, but the detail that did not go unnoticed: at all times, Katy Perry He wore one Model beer in hand. Its naturalness when carrying the drink became a totally organic promotion for the brand, because without the need for explicit mention or traditional advertising, the image of an international star enjoying its product genuinely gave it enormous media exposure.
These types of moments illustrate the power of spontaneous promotions in high profile events. Unlike planned campaigns or obvious ads, when a celebrity as influential as Katy Perry is shown authentically consuming a brand, the impact on perception and scope is even greater. Not only does it generate conversation among attendees, but also quickly multiply on social networks, increasing the symbolic value of the brand associated with the fun and authenticity experience that the star projects.
@pinupdok @katy Perry ♬ Original Sound – Mariabottle
In times where the audience is increasingly skeptical of traditional advertising, actions such as this highlight the importance of genuine and experiential marketing connections.
A case similar to this is the one with Salma Hayek, who was captured at the Golden Globes A few years ago carrying a pulparindo and a mazipan, typical sweets of De la Rosa. Which also demonstrated a case of fidelity to the brand.
@Glalaurmx #Salmahayek arrived with the most important to the #Goldenglobes ♬ Original Sound – Glamor Mexico and Latin America
In the digital age, organic promotions promoted by celebrities in media events have become one of the most valuable strategies for brands. Unlike traditional advertising, where explicit sponsorship contracts are agreed, spontaneous mentions or appearances generate a greater impact on public perception due to their perceived authenticity.
According to a study by Matter Communications, 82% of consumers are more likely to follow a recommendation made by a celebrity or influencer when they feel it is authentic and not paid. This type of exposure is usually more credible to the audience, since it eliminates the “forced advertising” barrier and integrates naturally in moments of high media interest.
In addition, live events such as concerts, festivals or awards ceremony amplify this effect. A report by Event Marketer points out that 95% of live events are more likely to remember a brand that is associated with experience positively. If the participation of a celebrity spontaneously linked to the product is added to this, the scope can be shot exponentially, especially in social networks.
This trend also responds to the growing importance of Earned averagethe media value that is generated organically, which according to Nielsen represents up to 50% of the total brand impact on high profile campaigns.
For these reasons, brands are increasingly looking for strategically present in events and environments where celebrities interact freely, knowing that a genuine appearance can be worth as much or more than a planned advertising campaign.
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