Exploring the value of IRL for brands with GOWTU and SuperModi

Consumers are drowning in content but are starving for connection. In a world of endless scrolling and content fatigue, authenticity and immersion matter more than ever. That’s why on March 27, we hosted an event in our Amsterdam Hideout to explore the value of IRL for brands. We welcomed our partner GOWTU and special guest Modi Oyewole to the stage, who flew in from LA to break it all down. From Def Jam to Red Bull and Nike and his own golf community swang, he’s created IRL experiences that people and brands want to be part of. Here are the key takeaways from the evening.

The formula for unforgettable IRL brand experiences: Access x Knowledge x Immersion

Community isn’t just a buzzword. To truly stand out, brands must go beyond the screen and start building real, human connections. It’s about giving people something they never had access to before: a person, a product, or a tool. About teaching them something new, or shifting their perspective. And immersing them into the brand world while doing so. Brands that get it -like Polaroid with the Made You Look campaign or Birkenstock with the Walk With Me campaign - don’t just show up in culture. They become part of it.

A community doesn’t need to be formed; it needs to be discovered and brought together

Modi has also seen the other side of community/brand relationships. His golf community Swang - built for “those who were never invited but always belonged”- started as a casual gathering. Now, it’s a movement because it gave people access: to the game, to a space where they felt seen, to a culture they could make their own. One year in, Swang is booming and big brands are taking notice. His experience proves one thing: community exists everywhere. It doesn’t have to be formed, it just needs to be discovered and brought together. And it thrives when brands go beyond the screen.

Nailing both reach and relevance: meaningful reach

Many brands today chase reach but struggle with relevance. The real win? Nailing both. When meaning meets reach, impact is real. One fuels the other, creating unforgettable moments and true human connections. By partnering with GOWTU we bridge URL and IRL—turning strong digital presence into real-world power, and vice versa.

Want to know what we can do for your brand? Drop us a line at airmail@hellosuperheroes.com - or come by IRL.