As part of their communication efforts, companies have used and abused actors, athletes and celebrities as brand ambassadors who endorse and become the face of their brands. The pairings of George Clooney with Nespresso, Roger Federer with Gillette or Haifa Wehbe with Pepsi come to mind. Over the years, another profile of ambassadors emerged. Companies started ‘activating’ real people, such as influencers and bloggers whose passions and interests intersect with their brands and help bring them to life. Red Bull, for instance, has been activating college students who are young, athletic...