St. Patrick’s Day in Chicago is more than just a celebration—it’s an experience! Every year, the city goes all out to celebrate its Irish heritage, and one of the most iconic traditions is the dyeing of the Chicago River. As the brilliant green hue takes over the waters, thousands flock to the riverbanks, with cameras in tow, to capture this unforgettable moment.
As the social media strategist for LondonHouse Chicago, one of the city’s premier luxury hotels, I had the privilege of coordinating this year’s coverage of the event from their unique (and breathtaking) vantage point. Let me share how our partnership with influencers added a splash of magic to the celebrations.
The Unbeatable View from LondonHouse Chicago
Situated at the junction of the Chicago River and North Michigan Avenue, LondonHouse Chicago offers a prime vantage point for the river dyeing event. The rooftop bar provides an unparalleled panoramic view of the city’s skyline and the shimmering river below. It’s a setting that screams ‘Instagrammable.’
In addition to coordinating influencers, which we’ll get to in a moment, I was also tasked with being on-site during the vent to capture original content for the hotel. I set up a timelapse for a Reel and also captured still frames with my Nikon DSLR.
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Still Photography
Why Invite Influencers?
Having a member of your team capture content is great, but for a significant event like the Chicago River Dyeing, tapping into the power of influencers is a strategic move. Here’s why:
- Reach & Engagement: Influencers have a massive following, and their content enjoys high engagement levels. A single post from a top influencer can reach tens or even hundreds of thousands of followers.
- Authenticity: While branded content is great, user-generated content feels more genuine. Influencers provide that perfect blend of authenticity with a touch of professionalism.
- Content Diversity: Different influencers have their unique styles and aesthetics. Inviting a mix ensures varied and diverse content that appeals to a wider audience.
- Cross-Promotion: Influencers not only showcase the event but also the luxury and elegance of LondonHouse Chicago. Their followers get a glimpse of our hospitality, making it a win-win for both the event and our brand.
Coordinating the Influencer Experience
To make the most of this collaboration it’s important to establish expectations, be available for questions and support, and follow up after the event to maximize the engagement.
- Pre-event Planning: In advance of the event I coordinated the contract and deliverables, including complimentary access to the special event and posting requirements. Establishing the parameters in advance helps to manage expectations for both the client and the influencers.
- On-site Support: Our team was available to assist with any requirements—from camera gear to refreshments.
- Post-event Collaboration: After the event, we collaborated with the influencers, re-sharing their content on our platforms, and expressing gratitude for their contribution.
The Outcome?
Stunning photographs and videos flooded social media. The vibrant green of the Chicago River set against the architectural beauty of the city was captured from multiple angles and perspectives. Our influencers shared stories, reels, and posts, amplifying the event’s reach far beyond Chicago. Here are the Reels shared by the accounts we collaborated with for this event. Click on each image below to view the Reel on Instagram.
Moreover, LondonHouse Chicago became a trending location on Instagram, receiving numerous inquiries and bookings. The combined reach of our influencers brought us visibility that would have been hard to achieve through traditional channels.
The Chicago River Dyeing event from LondonHouse Chicago was not just about celebrating St. Patrick’s Day. It was about community, collaboration, and showcasing the magic of the city through the lens of talented influencers. As we look forward to the next year, the success of these partnership underscores the potential of such collaborations for brands seeking authentic and expansive reach.
