How MrBeast Took Over London in 1 Night
25 Feb 2025 | Written by Parker Floris
Photography by Parker Floris
The night before the Sidemen Charity Match, another spectacle was unfolding in London—one that didn’t involve football, but branding, communities, and the future of creator-led marketing.
MrBeast had rented out a double-decker bus, wrapped it in Feastables branding (his chocolate company), and toured the city with some of the biggest creators in the world. It wasn’t a multi-million dollar TV ad campaign. It wasn’t a traditional product launch. It was a marketing stunt designed for the internet—quick, loud, and guaranteed to go viral.
And it worked!
Crowds gathered, social media posts flooded in, and the sheer ability to see an eclectic collection of your favourite creators made people stop and pay attention, and even trek across the city to see for themselves. But this wasn’t just about selling chocolate—it was about owning attention in the real world.
This is all in addition to the countless banners around Wembley Stadium, sponsorship of the YouTube All Stars team and branding on the pitch barriers, during the Charity Match.
Digital-first creators have long relied on algorithms to reach millions, but as platforms shift and competition rises, standing out is harder than ever.
IRL brand activations—once the territory of activists and corporate giants—are becoming a new battlefield for creators. From KSI and Logan Paul’s Prime launch in Sydney, to the Timothée Chalamet look-alike contest in NYC—YouTubers are stepping outside of their digital domains and staking their claim in the physical world.
So is this the future? Are creators going to start flooding major cities with marketing stunts, live events, and fan meetups to cement their presence beyond the screens? Or is this about more than cementing a presence—but about delivering real value, building trust, and redefining what creator-led communities look like?
One thing’s for sure—creators are no longer just digital entities—they are entering a new domain, shaping the physical world too.
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