"IShowSpeed has over 150 million followers across platforms including YouTube, TikTok and Instagram, who tune in to watch him complete athletic feats and travel around the world. His travel streams have taken him to China, Africa, India, Australia, and more destinations, and clips from those streams rake in millions of views. His global appeal to Gen Z audiences makes him a highly coveted brand partner, and has secured him a year-long partnership with Expedia - a signal that some brands are viewing mega creators less as campaign placements and more as always-on audience channels."
"The brand kicked off the year-long partnership by sponsoring an April 29 stream in which Watkins Jr. visited five Caribbean countries in a single day - a launch which Metrose said took more than six months of planning. The deal also includes an interactive site showing clips from Watkins Jr.'s travels and letting visitors vote on where he goes next and a dedicated TikTok account.)"
"According to Lauri Metrose, Expedia's senior vp of global communications, the travel company, which already has a creator marketing arm, preparing for the unofficially titled "Exspeedia" campaign was "intensive." "[Watkins Jr.] has an opinion on everything, as he should, from the teaser trailer to how the website needs to look and feel," Metrose said."
Expedia is partnering with major creator Darren Jason “IShowSpeed” Watkins Jr. to build a long-term, scalable brand relationship. Watkins Jr. has more than 150 million followers across YouTube, TikTok, and Instagram, and his travel streams have taken him to multiple regions, generating millions of views from clips. Expedia secured a year-long partnership and treated the creator as an always-on audience channel rather than a one-time campaign placement. The partnership began with an April 29 stream visiting five Caribbean countries in one day, supported by more than six months of planning. The deal includes an interactive site with travel clips and audience voting, plus a dedicated TikTok account, with input from gaming and streaming experts.
#creator-marketing #influencer-partnerships #travel-advertising #streaming-and-gaming #gen-z-audiences
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]