When American internet sensation iShowSpeed touched down in Vilnius, few could have predicted the scale of impact his brief visit would have—not just on local fans, but on an entire region’s branding and tourism outlook. Known for his hyperactive persona, unfiltered humor, and 40+ million followers across YouTube and Twitch, Speed’s arrival turned into a viral spectacle that put the Baltics in the global spotlight for a few unforgettable days.
But beyond the viral clips, street crowd madness, and his now-infamous “Slavic language” gaffe, a deeper story emerged: Was this €30,000 stunt just a fleeting marketing gamble—or a shrewd, modern investment in national visibility?
A Social Media Storm Worth Millions?
According to Lithuania’s tourism bodies, the cost of hosting iShowSpeed—split between Lithuania, Latvia, and Estonia—amounted to approximately €30,000. This covered logistics, coordination, and Speed’s honorarium. In return, the event generated millions of views within hours, and Lithuania’s name trended across international platforms—far beyond the usual reach of traditional ad campaigns.
Minister of Economy and Innovation Lukas Savickas was quick to defend the spend, emphasizing the cost-effectiveness of the exposure: the government spent less than €0.01 per view, a return few commercial campaigns can rival. Marketing experts like Gediminas Užkuraitis agreed, highlighting that such visibility plays a role not just in attracting tourists, but also in reinforcing geopolitical presence. In an age when soft power matters more than ever, “being seen” can have real-world benefits.
Not Just a One-Man Show
It’s important to note that the visit wasn’t just about Vilnius or Lithuania. The entire Baltics were part of this collaborative campaign, showcasing a regional unity that’s rarely emphasized in mainstream media. By traveling through Estonia, Latvia, and finally Lithuania, Speed inadvertently helped present the Baltic nations as modern, tech-savvy, and youth-friendly destinations.
For many of Speed’s fans—particularly Gen Z viewers from the U.S. and beyond—this may have been their first time hearing about these countries. Suddenly, Vilnius wasn’t just a capital city in a distant corner of Europe. It became a backdrop for excitement, humor, and adventure.
The Criticism: What Could’ve Been Done Better?
However, not everyone shared the same enthusiasm. PR and communication professionals were quick to question whether the opportunity was fully utilized. Marketing specialist Linas Kontrimas called the concept bold but poorly executed, pointing out factual blunders like Speed claiming Lithuanian is a Slavic language, which could’ve been easily avoided with better briefing.
Others noted that while the campaign certainly gained attention, the “why” was missing. What exactly was the message Lithuania wanted to share with the world? Beyond the chaos and charisma, there was little cultural or historical substance. A few better-planned experiences or curated moments could’ve given the campaign more depth and longevity.
Andrius Baranauskas, a seasoned public relations advisor, emphasized that it’s not just about views or impressions—it’s about what you do with that attention. In his view, much of the value could have been lost if the moment wasn’t strategically followed up with engaging tourism content or long-term narrative building.
Turning Hype into Opportunity
Despite the criticism, the consensus from most experts is clear: the campaign had enormous potential—and still does. Speed’s youthful audience, though not immediately lucrative for tourism, can influence family travel, future study choices, and international perception. It opened a door for Lithuania and its neighbors to market themselves differently: as energetic, safe, modern, and worth exploring.
Going forward, tourism boards could build on the viral success by creating short-form content based on Speed’s visit, sharing it through official channels, and perhaps even inviting more global influencers with curated itineraries that combine both fun and culture.
The region has already proven it can work together; now it needs to build infrastructure for these moments. Better briefing, clearer messaging, and post-campaign follow-through can turn future influencer visits into even greater returns.
A Lesson in Risk and Reward
Ultimately, iShowSpeed’s Baltic tour is a case study in modern digital diplomacy. For a modest fee, Lithuania and its neighbors captured a global audience and redefined how smaller countries can compete on the attention economy stage.
It wasn’t flawless. But it was bold, effective, and—perhaps most importantly—a reminder that in today’s world, relevance is the new currency. Lithuania chose to play the game. Now it’s up to the region to build on that momentum and show the world why it’s worth a visit—not just for the memes, but for the memories.
References
- Media value and national visibility debates: Gediminas Užkuraitis, Liutauras Ulevičius—LRT, LRT Radio Lietuvos Radijas ir Televizija+14Lietuvos Radijas ir Televizija+14Lietuvos Radijas ir Televizija+14
- Costs and content impact: Economy Minister Savickas on value per view MadeinVilnius.lt+1zmones.lt+1
- Criticisms from market specialists Linas Kontrimas & Andrius Baranauskas aina.lt+3jp.lt+3svarbuzinoti.lt+3
- Youth influence and campaign reach Lietuvos Radijas ir TelevizijaLietuvos Radijas ir Televizija
