For a country known for its lively festivals and events, the end of what seemed to be a never-ending lockdown, could not come sooner. What better way to signal the start of a long awaited festival season, than with extraordinary performers from all around the world? The 2021 Eurovision campaign, hosted in the Netherlands, helped resurface the lost hope of many.
IMA/Media Monks was able to collaborate with Booking.com to be a part of Eurovision. After a year of home office, being able to once again be a part of such a big production was an exciting task. The collaboration not only included an influencer activation to help promote the event, but also being able to attend the song contest to shoot behind-the-scenes content. As a Campaign and Influencer Management Intern, who was assigned to be a part of the Booking.com team, I too was given the opportunity to take part in the first post-Covid production.
For the influencer marketing campaign, which ran during the event in May, I took the role of Content Manager, where I was the influencer’s main contact in regards to social content to help promote the event. 8 Influencers from Germany, Netherlands, and the UK were sent to a Booking.com stay, for an ultimate Eurovision sleepover, where they would be able to watch the semi-finals.
The month of May was therefore very exciting, as I gained responsibility as an intern and was able to take on a big role within the campaign execution. I was in charge of collecting, organizing and managing the Instagram Stories, Posts and Lives. As the influencers were sent a party-pack containing a camera, snacks, decorations and more, they were able to use this as props for their content. There was thus no lack in unique and fun imagery.
It was interesting to see what 8 content creators from different backgrounds and nationalities created when given the same brief.
4 Instagram Lives also took place on the evening of the semi-finals where the creators came together to discuss the event as well as the topic of travel. It was very interesting to see different cultures come together and share both their similarities and differences. As the theme of the influencer campaign was Friends Above Rivals, it was rewarding to be a part of spreading diversity amongst social media.
After months of hard work and preparation, the team was very excited to watch the strategy come to life, as the Eurovision Song Contest, as well as 8 influencers went live during the last 2 weeks of May. Being a part of this collaboration and taking on such responsibility, has been a huge learning experience for me. Working from the start to finish of such a big production, gave me insight to the execution and roll-out of such a big campaign, which I know I will take on to my future career.