The Calgary Stampede has seen a notable increase in social media influencer content this year, as content creators flock to the event to share their experiences with followers. From outrageous midway foods to rodeo performances, influencers are providing a fresh perspective on the Greatest Outdoor Show on Earth.
Stampede Embraces Influencers
Stampede spokesperson Julie Forget said the organization has been engaging with creators for several years. “They enable us to tell different stories, and they interact with potentially different crowds than traditional media,” she said. “It’s something that we’re seeing growing year over year.”
Sponsors bring in content creators to promote activations on park grounds, while volunteer committees engage creators for special events leading up to and during the Stampede. The Stampede also offers media accreditation to independent creators interested in covering the festivities.
Tracking the Impact
While final numbers are not yet available, the Stampede is tracking the impact of enhanced social media attention this year. Anecdotally, Forget said content creators are reaching new audiences, communities, and niches that traditional media might miss.
Influencer Experience
Toronto-based food, fashion, and lifestyle influencer Erin Chau visited the Stampede for the first time through a partnership with Google. “It’s a Canadian classic. It’s been on my bucket list forever,” she said. Chau, who has over 110,000 followers on Instagram and TikTok, found the Stampede a natural fit for her content, which focuses on confidence and trying new things.
Her Stampede content has performed “really, really well,” she said. “I knew it was going to, because a lot of the carnival and festival content I make always does really well. I think my followers were excited to come along.”
Sponsorship and Itinerary
Google covered most of Chau’s expenses, including flights, accommodations, and VIP experiences, and created a full itinerary for her and six other content creators from across Canada. The group enjoyed VIP spots for singer Alessia Cara’s Coke Stage performance, tickets to A$AP Rocky, and a view of the rodeo from the new Corona Skydeck.
