LOS ANGELES, CA / ACCESS Newswire / July 23, 2025 / Shift Crawl, a new community-driven event series, is redefining the intersection of influencer marketing, nightlife, and social interaction by introducing a disruptive format where creators and celebrities work real shifts at local establishments, drawing fans, boosting business traffic, and creating genuine human connections.
The innovative model launched its inaugural event on July 12, 2025, at The Woodman in Sherman Oaks, drawing hundreds of guests without any formal marketing, just organic reach through influencer participation and grassroots excitement. Notable personalities who have participated in Shift Crawl events include Harry Jowsey (Too Hot to Handle, DWTS), AdamW, Gianni Paolo (Power), Zay Wilson (Ultimatum, Perfect Match), and Christine Obanor (Too Hot to Handle, Perfect Match), among others.
Unlike traditional influencer events that rely on staged appearances or product promotion, Shift Crawl transforms local businesses into live pop-up venues where creators clock in for real service shifts - bartending, serving, or working the counter - allowing fans and followers to connect in person through shared, authentic moments.
"Shift Crawl isn't about the food - it's about who's behind the counter," said founder Brooke Berry, a tech executive at Snapchat and the visionary behind the brand. "We're creating a new infrastructure where creators, businesses, and communities all win. It's not just a job - it's a shift with impact."
A New Era for Influencer Engagement and Local Economies
Shift Crawl addresses several core issues facing modern society: declining social connection, burnout within creator culture, and the struggle for small businesses to remain relevant in an increasingly digital marketplace.
Through its unique structure, Shift Crawl drives real-world foot traffic to local restaurants, shops, and cafes without requiring large-scale ad spend. It offers creators a new monetizable format that focuses on their presence and real-time interaction rather than traditional promotion. The event series also builds an inclusive, low-pressure environment that naturally fosters organic friendships among attendees. Additionally, brands have the opportunity to sponsor individual shifts, creators, or full crawl activations, unlocking a fresh, real-world approach to influencer marketing.
"Brands are constantly looking for meaningful engagement. What Shift Crawl provides is a physical platform to spark that engagement in a way that's refreshing, non-performative, and scalable," added Berry.
Brooke Berry: Bridging Tech, Community, and Culture
As a Black, queer woman working in big tech, Berry brings a dual-lens perspective to the space: insider knowledge of digital culture and a deeply personal mission to make real-life connection more accessible. Inspired in part by her neurodivergent brother's struggle with isolation, Berry is building Shift Crawl not just as a brand, but as a blueprint for a more connected society.
Future plans include national expansion across major cities, development of a Shift Crawl-based reality series, and the establishment of a Shift Crawl-certified network of creators and venues. The company is also in conversations with potential sponsors and strategic partners interested in supporting the next phase of growth.
About Shift Crawl
Shift Crawl is a community-first event series where creators and influencers clock in for real shifts at local businesses while fans show up to connect. Part social experiment, part cultural movement, Shift Crawl replaces typical nightlife with a new model for engagement, rooted in purpose, accessibility, and connection.
To learn more, follow @shiftcrawl on Instagram.
Media Contact:
Brooke Berry
Founder, Shift Crawl
+1 (310) 490-3982 / brooke@shiftcrawl.com
SOURCE: Brooke Berry Founder, Shift Crawl
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