2 minute read
The MoBB
INFLUENCERS & SOCIAL MEDIA
Maybe they don’t always admit it, but Millennials and Gen Z get most of their news and information from social media. According to a Pew Research study, 72% of millennials read their news through Facebook, Twitter, and other social networking sites.[33] Another study by Criteo claimed Gen Zers spend most of their time on Facebook (55%), Snapchat (52%)[34] and Instagram (52%). This works wonders for us since online influencers drive consumers to products and brands more than traditional advertising.
VIP OPENING
In New York and LA, we’ll be hosting invitation-only receptions for our influencers and celebrities. Once they’ve made their way through the W and learned the truth of The MoBB exhibition they’ll be treated to gourmet hot dogs and celebratory drinks. The resulting social media buzz from attendees will spark public interest and attendance over the next month.
FAMOUS FOOD REVIEWERS 2 – 3.8 Million + followers
Mystery Box and Invitation
MYSTERY BOXES
To pique curiosity, mysterious boxes, which include a peculiar object suggestive of the museum, and an invitation to the VIP opening on June 20th, will be sent to our influencers. We’ve selected top foodie influencers, such as famous and trending food reviewers with 2 – 3.8 million + followers, as well as food game changers that have a following of 500,000 – 1.8 million followers, as those most likely to have audiences interested in the truth we’re spreading. They’ll be paid to do unboxing videos and publish them to their respective social media channels, which should create a trend for other non-sponsored influencers to unbox their bizarre boxes. The unexpected contents of the box, like chocolates made in the shapes of lips and a**holes, will create a buzz with followers and subscribers, encouraging the general public to visit The MoBB from June 21st to the 25th.
YouTuber Unboxing Video
[33]
Studybreaks.com, Breaking News: How Do Millennials Receive Their News?, 2018 Criteo.com, Gen Z’s Favorite Social Networks: Youtube, Instagram, Snapchat, 2018 Forbes.com, The Best Pop-Up Museums To Visit In 2018, 2018 Criticalmention.com, 6 Reasons To Use Influencer Marketing, 2018
Instagram Post about the Mystery Box
MEDIA RATIONALE
Influencers and social media are crucial factors for advertising. 70% of YouTube subscribers indicated that YouTuber personalities have changed the shape of pop culture and 60% of them would buy products based on their favorite YouTuber’s recommendations over TV or movie celebrities.[35] Another survey by ANA (the Association of National Advertisers) indicated that 75% of marketers are using influencers as a key marketing tool and 43% are going to increase their spending on influencers in the next year. “In fact, for every $1 invested in influencer marketing, businesses make $6.50 in revenue according to the latest poll from Tomoson, an influencer marketplace.”[36]
