Europe’s Most Immersive Art Experience. One U.S. Premiere. Zero Name Recognition.
Influencer Campaign
Thelemata built the creator infrastructure that introduced Luminiscence Minneapolis to American audiences — and activated 433,215 confirmed followers around its opening weekend.
433,215 confirmed followers activated. 10M+ ecosystem followers mapped. 89,000+ confirmed impressions within days of the VIP preview. 60+ vetted local creators mapped and qualified.
THE CLIENT
Luminiscence is a world-renowned immersive art experience that has captivated over one million guests across Europe. A multisensory journey blending light, live music, and architecture, the show debuted in North America at the Basilica of Saint Mary in Minneapolis — its U.S. premiere. Banijay Americas engaged Thelemata to build and execute the full influencer and creator marketing campaign around the Minneapolis run, from pre-launch outreach through paid UGC delivery and paid amplification setup.
THE CHALLENGE
Introducing a European cultural phenomenon to an American city required social proof from voices the local audience already trusted. Banijay needed locally credible creators — not generic influencer placements. The VIP preview night had to generate content that created real attendance demand, and that content needed to be paid-media-ready so the best-performing material could be boosted. The infrastructure had to be built from scratch.
THE STRATEGY
Thelemata approached the campaign in two phases. First: build a vetted ecosystem of Minneapolis-area creators, sorted by vertical and audience quality, large enough to give Banijay genuine selection options. Second: deploy the highest-value creators to a VIP preview night and follow with contracted paid UGC in the weeks after. All UGC was secured with full paid media usage rights so Banijay could amplify without additional licensing friction.
EXECUTION
Conducted a full-market audit of Minneapolis-area influencers across arts, lifestyle, food, faith, and cultural verticals
Built an active creator database representing 10M+ cumulative followers
Reached 150+ macro and micro influencers in the Minneapolis market with multi-wave personalized outreach
Curated a shortlist of 60 qualified paid/sponsored UGC creators
Coordinated the VIP Preview Night on October 30, 2025 as the campaign’s primary activation moment
Strategically deployed 26 VIP tickets to the highest-value confirmed creators
Briefed creators on deliverables: 1 pre-event post, live event content, 1 post-event post with discount code
Generated and delivered ad codes to Fever for paid amplification
Executed a second-phase paid UGC activation using contracted Minneapolis-based creators
Delivered Instagram Reels and TikTok videos with ad codes for boost amplification
Maintained a live tracking sheet across the full campaign lifecycle with content links and performance data
RESULTS
VIP Preview Night (Oct 30): 248,115 confirmed follower reach. Paid UGC: 185,100 confirmed follower reach. Total activated followers: 433,215.
Opening night content generated 89,000+ confirmed impressions within days of the VIP preview. The campaign delivered a fully licensed UGC asset library, a vetted local creator roster of 60+ mapped and qualified influencers, and live tracking infrastructure with ad codes and content links.
THE TAKEAWAY
Luminiscence had a product worth seeing and no American audience who knew it yet. Thelemata built the creator infrastructure from scratch — mapping 10M+ followers across a single metro market, activating the highest-value voices on opening night, and delivering paid-media-ready assets the client could boost immediately. When the doors opened, the content was already working.
SERVICES DELIVERED
Influencer Campaign Strategy, Market Audit & Ecosystem Mapping (10M+ followers), VIP Event Coordination & Influencer Management, Paid UGC Contracting & Oversight, Creator Briefing & Content Direction, Ad Code Generation & Paid Amplification Setup, Live Campaign Tracking.