How Snoop Dogg’s Role at the 2024 Paris Olympics Can Inspire Event Planners

Snoop Dogg did more than show up at the 2024 Paris Olympics. He dominated coverage of the Games. He carried the Olympic torch, supported the women’s gymnastics team, watched dressage with his friend Martha Stewart, and swam laps with former Olympian Michael Phelps. 

You may not have the Olympic-sized budget NBC had, but there’s plenty from that playbook for meeting professionals to emulate. “We should be looking for influencers in all of our industries and bring them in as thought leaders and brand ambassadors as it will be additive and enhance the attendee experience,” said Kara Dickerson, founder of Content With Impact. Previously, she was VP of conferences for the Consumer Technology Association, producer of CES, where she led event programming for the show. 

The main takeaway is how an unconventional speaker or celebrity can broaden an event’s reach.

“While risky, from an event marketing perspective, the choice appears to have been a smart marketing move generating both viewership and positive viral stories,” said marketing event strategist Louise Felsher. 

It’s tough for event planners to know when to take risks. Paul Tramonte, CEO of Paul Tramonte Events, recalls having Dennis Miller as a keynote speaker. “There were those who appreciated his humor and others who did not. He made for good conversation amongst the attendees,” said Tramonte.  “When we take risks, I believe the audience respects it.”

Ken Holsinger, senior vice president of strategy at Freeman, has been stressing for years the importance of “kicking SALY — “Same As Last Year” — out of our events.” He said, “We’re rinsing and repeating the same stuff over and over again. And new audiences won’t tolerate it.” 

That’s what made Snoop Dogg resonate — he is one of a kind. 

Be Authentic

Another lesson for planners is to let the celebrity be themselves - don’t try to force them into an unnatural role. 

“If he was in a suit behind a desk it would have failed. He was in the stands being stunned at the same things we were stunned at watching at home,” said Shawna Suckow, a former meeting professional who is now a keynote speaker specializing in consumer behavior, sales, and marketing.

Snoop Dogg Just Being Himself

Said Dickerson: “They didn’t try to tone down the way he spoke or his vibe and demeanor. They let him lean into his persona. It genuinely seemed like he was having so much fun.” 

Suckow stresses the importance of authenticity since the pandemic. “We have all changed so much and have a BS filter that is always on high alert. We don’t have time for anything that isn’t authentic,” she said.

Plus, today’s most successful events have an element of surprise. Many organizers commented they didn’t know where Snoop Dogg would appear next. 

“NBC appeared to be successful in generating nostalgia and unity as well as nurturing a feel-good vibe for the USA because Snoop Dogg and Martha have strong personas, history, and a genuine friendship. Global marketers need to break through a lot of static and NBC was successful with this duo,” said Felsher.