Anyone looking for growth in the entertainment business outside of the world of film and TV has had their eyes on two key areas: The creator economy, and experiential entertainment.

So it makes sense that one of the most powerful behind-the-scenes companies in the creator ecosystem wants to push into the experiential space.

Night, the agency that represents creators and creator-led brands (its clients include Kai Cenat, Hasan Piker, and the Kalogeras Sisters), is acquiring Experiential Supply Co., a marketing firm that specializes in creating experiential and immersive experiences.

When horse-riding apes appeared in San Francisco ahead of the premiere of Kingdom of the Planet of the Apes, that was Experiential Supply. Same for the life-size dinosaur that took over Manhattan ahead of the release of Jurassic World Rebirth.

The companies say that their plan is to leverage Night’s expertise in understanding the viral nature of the internet with Experiential Supply’s knowledge of creating immersive experiences to “accelerate marketing results for media, entertainment and sports clients.”

Ironically, as people spend more and more time on their phones and TV screens, experiential entertainment becomes a more appealing proposition.

“As consumer attention shifts more and more towards digital media, we believe that experiential marketing is one of the few traditional marketing channels that brands can still use to create unique and memorable moments that actually reach consumers,” says Reed Duchscher, Night’s founder & CEO. “Marketing leaders tell us that in today’s media landscape it’s important that those experiential investments also translate into digital success and drive earned media virality online. That’s why we’re so excited to welcome Jasen and team to Night.”

“Through the years we’ve been able to achieve really special organic engagements and virality with our experiences and marketing stunts,” adds Jasen Smith, founder of Experiential Supply Co. “With Night leading the pace in the creator and digital space we felt there was a silver bullet offering to have this all under one roof that couldn’t be ignored. I couldn’t be more excited to charge forward with Reed and his team at Night to transform how brands show up physically and on the internet.”