Why BuzzFeed Is Hosting Real-Life Events to Promote Its Digital Shows
BuzzFeed’s food series Worth It recently launched its third season, which “airs” on YouTube, but for the first time, the show had a premiere party comparable to those that prestige television networks throw. This also kicked off a three-week event across the country where 150 restaurants featured on Worth It, or that want to be featured, used billboards, influencers and other marketing techniques to draw crowds.
For fans of another series primarily on YouTube, Unsolved, BuzzFeed is debuting an interactive haunted “house” in mid-October in the West Village; the interactive, multi-room activation will tie themes from new Unsolved episodes into real-life experiences designed through the lens of social media.
Why is BuzzFeed, which exists entirely online, executing more IRL marketing?
“This represents a natural progression for us, to eventually recreate the experience fans know from online into real life,” explained Laura Henderson, svp of marketing for BuzzFeed. “We’re treating the businesses we’ve built like brands.”