“Come with me to see if I have cancer!”

That’s how creator Victoria Paris started a recent video showing what it’s like to get a full-body MRI scan from Prenuvo, a company that offers elective imaging tests. Her tone was knowingly satirical—who makes a day-in-the-life-style video about getting an MRI?—but she documented the entire process anyway.

Influencers, actors, and celebrities have been making similar (albeit tonally different) posts over the last four years, walking their online fans through the process of getting scans, sharing what it’s like—and, often, offering a discount code for anyone interested in fronting the out-of-pocket cost to get scanned themselves. Since 2022, Prenuvo has worked with nearly 800 celebrities and influencers, offering them free scans in exchange for getting the word out about the company, Alina Ioani, VP of business development and strategic partnerships at Prenuvo, told us.

Working with influencers started as an experiment when the company and the category of “proactive healthcare” were both still nascent in the United States.

“We needed to find a way to bring this technology from the biohackers of the world to the general population,” she said.

With big names like Kim Kardashian and Kate Hudson promoting the company online after their respective scans, Ioani said the interest in the company’s offerings has grown, even though major medical groups do not recommend whole-body MRI scans, and some doctors have argued that there are little to no health benefits. After the company opened its offices in Los Angeles, word of mouth grew, and now most of the company’s relationships with influencers and celebrities come from “inbound requests,” Ioani said.

Continue reading here.—KM

For sports teams, more fans is rarely bad news. It usually means more energy at stadiums, more eyeballs on streams and broadcasts, and more revenue. And it also means more data.

It’s not always easy for marketers to collect highly coveted first-party data about consumers, no matter how beloved brands may be. For their favorite sports teams, however, fans will hand over just about anything (even, in some cases, their DNA). Sports marketers haven’t always taken full advantage, but in recent years, execs across major sports organizations have been getting more data-savvy.

Soccer, in particular, is poised for a fan data boom. With the World Cup coming to US soil for the first time in more than three decades, soccer fandom stateside has arguably never been higher. At the same time, Major League Soccer (MLS) and the National Women’s Soccer League (NWSL) have relatively new, data-minded top marketers, and execs at teams across the leagues are increasingly thinking about how they can better collect and use fan data to improve the audience experience.

“That’s what people are looking for,” Scott Lewis, VP of business intelligence for New York City FC, who’s also worked in analytics for other soccer and baseball teams, told Marketing Brew. “That’s what is more likely to get them to come back. We can’t control what happens on the field, but the experiences...to me, that shows appreciation of the fan.”

Read more here.—AM

Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Romney Evans is co-founder and CMO of True Fit, an apparel fit and sizing intelligence platform for retailers.

Favorite project you’ve worked on? I’m really proud of our recent repositioning work. We made a piece with a retro ET/Super 8/Stranger Things vibe that starts like a “mystery box,” then flips the script. It was fun because it let us take something that can feel technical and make it feel human and intuitive. The best projects, to me, are the ones where the story gets simpler and truer the more you work on it.

What’s your favorite ad campaign? Progressive’s Dr. Rick ads riffing on the idea of turning into your parents. It’s such a simple, durable idea, and it just keeps landing. My parents actually complain every time it comes on, which makes me love it more. And I’m at the age where I can feel myself becoming them in real time, so it hits close to home.

Continue reading here.

Real jobs, shared through real communities. CollabWORK brings opportunities directly to Marketing Brew readers—no mass postings, no clutter, just roles worth seeing. Click here to view the full job board.

Mergers and acquisitions, company partnerships, and more.

• DoorDash partnered with LiveRamp to use the data platform’s clean rooms.
• McDonald’s is working with soccer stars, including David Beckham and Christian Pulisic, on a World Cup campaign.
• Cash App tapped Dallas Wings guard Azzi Fudd to host a basketball clinic in support of a local nonprofit.