Skift Take
From beach volleyball and gymnastics to tennis and dressage, hip-hop star Snoop Dogg was in the stands cheering on at the 2024 Paris Olympics, his presence highlighting how unconventional celebrities can amplify an event’s impact and broaden its appeal.
Andrea Doyle
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Snoop Dogg didn’t just show up to the 2024 Paris Olympics — he dominated the Olympic coverage: He carried the Olympic torch, cheered on the women’s gymnastics team, watched dressage with pal Martha Stewart, and swam with former Olympian Michael Phelps.
They may not have NBC’s Olympic-scale budget, but there’s a lot about their strategy that meetings pros can emulate: “We should be looking for influencers across all industries and bringing them on board as thought leaders and brand ambassadors, because it will enhance the attendee experience,” says Kara Dickerson, founder of Content With Impact, who previously served as vice president of meetings for the Consumer Technology Association, producer of CES, where she led the show’s event programming.
The main takeaway is how unconventional speakers and celebrities can broaden the impact of your event.
“While risky from an event marketing perspective, this choice appears to have been a smart marketing move that generated both viewership and positive word of mouth,” said marketing events strategist Louise Felsher.
Knowing when to take a risk can be a challenge for event planners. Paul Tramonte, CEO of Paul Tramonte Events, recalls a time when Dennis Miller took the stage as a keynote speaker. “Some people appreciated his humor, some didn’t. He sparked good conversation among the attendees,” Tramonte says. “I believe when you take a risk, the audience will respect that.”
For years, Freeman’s senior vice president of strategy, Ken Holsinger, has stressed the importance of “getting the SALY (same as last year) out of our events.” “We’re doing the same thing over and over again,” he said. “And the new audience is not going to tolerate that.”
That’s why Snoop Dogg resonates so much: he’s one of a kind.
Authenticity
Another lesson for planners: let celebrities be themselves — don’t force them into unnatural roles.
“If he’d been in a suit and sitting behind a desk, he would have failed. He was on the stands and amazed by the same things that amazed us watching at home,” said Shauna Sackow, a former meetings pro and now keynote speaker who specializes in consumer behavior, sales and marketing.
Snoop Dogg is just being himself
“They didn’t try to suppress his tone, his vibe, his attitude,” Dickerson said. “They allowed him to get into his persona. He seemed to really enjoy it.”
Sackow has stressed the importance of authenticity since the pandemic: “We’ve all changed so much and we all have BS filters that we’re always on guard against. We don’t have time for anything that’s not authentic,” she said.
Moreover, today’s most successful events have the element of surprise: Many organizers have commented that they don’t know where Snoop Dogg will show up next.
“Snoop Dogg and Martha have such strong personalities, history and a genuine friendship that NBC seems to have been successful in creating nostalgia, unity and a feel-good vibe for America. Global marketers need to break through a lot of stagnation and NBC has succeeded with these two,” Felsher said.
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