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Night Acquires Experiential Supply Co.
Courtesy of Experiential Supply Co.
Creator-focused representation firm Night is acquiring immersive-experience marketing agency Experiential Supply Co. for an undisclosed amount.
The Big Picture: The two biggest growth narratives in media right now are the creator economy and IRL branded experiences. While these worlds have been blending for the past few years, Night’s acquisition of Experiential Supply Co. could not only supercharge the fusion but also scale each stunt exponentially.
Behind The Stunts: Digital creators want a little more IRL impact.
The plan is for each company to leverage each other’s strengths to “accelerate marketing results for media, entertainment, and sports clients.”
That could allow Experiential Supply Co. to craft immersive experiences with viral potential baked in — all centered around Night’s roster of talent, including Kai Cenat and Hasan Piker.
Considering Experiential Supply Co. was behind the apes-on-horses stunt in San Francisco for Kingdom of the Planet of the Apes and the dinosaur outside Rockefeller Center for Jurassic World Rebirth, expect these experiences to be big.
Final Plan: IRL experiences from creators are definitely having a moment, with IShowSpeed, the Sidemen, and Dude Perfect all cashing in on the demand. WME Group executive chairman and TKO CEO Ari Emanuel is even putting $2 billion of fresh capital to work in the space with the launch of holding company MARI.
Soon, every viral piece of content might just originate as an event.
Next Idea: MrBeast can’t be the face of every marketing campaign, but expect brands to start seeking out MrBeast-like creators who can stage IRL stunts around product launches.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.