In 2023, the third season of The Masked Singer premiered in Flanders. To introduce three new characters — Champignon, Soaperstar, and Groot Licht — broadcaster VTM organized a spectacular reveal party at La Riva in Antwerp.
Because Soaperstar had the flair of a true influencer, the guest list featured carefully selected influencers whose followers closely mirrored the show’s audience — making them the perfect ambassadors to generate excitement.
Each invitee received a golden ticket by post, hidden inside a box of water beads. To reveal the ticket, they had to add water — creating the very first buzz moment even before the event began.
During the party, the three new masks were shown to the influencers in avant-première, giving them the chance to spark the first wave of social buzz around the new season.