Join us at Creator Economy Live West this January 13 - 14 in Las Vegas. Connect directly with industry leading brands, get actionable insights from influencer marketing leads, affiliate pros, and future-proof your influencer marketing game.
From Screen to Scene: The Creator Revolution Is Happening Offline
If you think influencer marketing is limited to curated Instagram posts, you're a few years behind. Today’s creators are stepping beyond the screen, driving real-world impact by headlining brand events, selling out venues, launching products, and even dancing their way onto TV. They’ve evolved from content creators into powerful community catalysts, and forward-thinking brands are paying attention.
At Creator Economy Live East 2025, our panel of industry professionals shared how creators are fuelling the next wave of experiential marketing. They included:
- Nathan Coyle from Starpower - part of Real Chemistry (Host)
- Taylor Ross from United Airlines
- Jacob Hernandez from OSEA
- Kelsi Nyman from Free People
Their core message: the future of brand engagement lies increasingly in offline experiences.
The Evolution: Why Offline Experiences Matter
A quick trip down memory lane: Influencers were once confined to our screens, their connection with audiences limited to fleeting moments in social media feeds. Today, they’ve transcended the digital realm by appearing on television, speaking on stage, and even launching retail lines in major stores like Target.
Here are some Real-World Examples:
Creators are stepping out and audiences (and brands) are loving it.
Meet the Brands Taking Creators Beyond Social
United Airlines: Taking Creators to 30,000 Feet and Beyond
Taylor Ross and her team at United aren’t just posting dreamy travel pics. They’re immersing creators in the brand through strategic experiences:
- Brand Activations: From luxury airport lounges to exclusive Mileage Plus events, creators are invited to experience United’s world firsthand.
- Travel Stories: Special inaugurals, like the first nonstop flight to Greenland, put creators in the spotlight, generating viral moments with up to 2 million views in just four days.
- Pairing New & Seasoned Creators: New team members are assigned social-first initiatives, while seasoned professionals focus on comprehensive brand integration. The key to success lies in balancing authenticity with broad reach.
- Special Projects: Retained creators become true partners, they are hosting internal summits, starring in campaigns, and even collaborating with Sesame Street on sustainable fuel initiatives.
Takeaway: United’s focus on long-term creator relationships delivers richer storytelling, organic engagement, and content with a longer shelf life.
Free People: Getting Influencers (and Audiences) to Move
Kelsi Nyman’s work at Free People goes beyond fashion, focusing on creating genuine and immersive brand experiences.
- In-Store Activations: From activewear launches at Nordstrom’s NYC flagship to immersive in-store workout experiences, Free People engages creators and their communities with hands-on opportunities to explore, test, and train in their products in real life.
- Panel Events: Creators and ambassadors speak directly to fans, sharing their journeys and favorite picks—fostering a strong sense of community that extends far beyond the digital landscape.
- Outdoor Partnerships: Collaborations with the National Parks Foundation and hiking brands get creators into nature, capturing authentic content while promoting both adventure and apparel.
Takeaway: Through dynamic, hands-on experiences, Free People transforms their audience from passive observers into engaged participants.
OSEA: Wellness, Community, and Connection (No Posting Required!)
Jacob Hernandez and OSEA are setting a new standard for what a brand trip can be.
- Wellness Retreats: Rather than hosting extravagant parties, OSEA curates restorative retreats featuring hot springs, rejuvenating facials, and yoga sessions, all with select groups of influencers.
- Intentional Experiences: No guest list just natural connections among influencers, with thoughtful custom details and strategic product placements that sparked excitement and creativity. Generating 135 organic posts and 1.8 million impressions from one trip.
- Connection Over Content: By mixing up seating arrangements and encouraging spontaneous collaboration, OSEA fosters genuine relationships that last beyond the event.
Takeaway: When creators feel valued and refreshed, their enthusiasm—and content—are both more authentic and more impactful.
Measuring Success: It’s About More Than Likes
ROI is no longer measured solely by impressions and likes. Today’s industry leaders are focusing on more meaningful metrics:
- Shares and Saves: Is the content compelling enough to be shared or saved for later?
- Content Longevity: Can assets be effectively repurposed across future campaigns, paid media channels, or even in-flight entertainment?
- Brand Affinity: Are creators (and their audiences) evolving into genuine brand advocates rather than one-time collaborators?
- Community Impact: Does the initiative inspire authentic conversations, foster connections, and ultimately drive conversions?
As Taylor Ross said, “We want content to survive more than just that one-time post. The best ROI is content and relationships with a shelf life.”
The Future: Creators as Brand Co-Pilots
The playbook is changing fast. Brands that embrace creators as true co-creators and strategic partners who shape culture, foster community, and embody the brand offline, will soar above the rest.
As creators increasingly extend their influence into the real world, the next generation of brand experiences will be more ambitious, more immersive, and undeniably more engaging. And if you're in the right place at the right time, you just might get a chance to dance on stage with them.
