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Roles · 2 min read

What is a brand ambassador?

Here is what brand ambassadors do, and how to train and brief them.

By the We Are Play team · October 2026

A brand ambassador represents a brand face to face. At an event, in a shop or on a festival field, they stop people, explain the product and help them try it. Done well, it is the most persuasive minute of the whole campaign.

What brand ambassadors do

  • 3,900+smart-glasses demos
  • 2,750+in-store VR shifts
  • 500+AI PC launch shifts

Train them properly

Handing out samples needs a short briefing. Demonstrating a VR headset or an AI laptop needs real training. On our VR headset launch, every ambassador completed the retailer’s own training before their first shift, and the job was measured on demos per hour, sales and accessories sold.

Brand ambassadors with fans at the Team GB Fanzone, London

Festival and event ambassadors work differently from in-store teams. Over a summer of smart-glasses demos our teams went to people on the move: the trains into Glastonbury, the Wimbledon queue and the Olympic fanzones.

The aim was to get the glasses on someone and play them a song in about two minutes.

How to brief brand ambassadors

Give them one page, not a brand book: what the product is, what it costs, where to buy it, the questions people always ask and what never to say. Then tell them what success looks like, so they count from the first conversation.

Checklist

  • What the ambassador needs to achieve: demos, sign-ups or sales
  • Product training before the first shift
  • One page of key facts and things never to say
  • Where they stand and how they approach people
  • What they report and when

Common questions

What does a brand ambassador do at an event?

They stop people, explain or demonstrate the product and help them try it. Over a summer of smart-glasses demos our teams ran 3,900+ demos at Glastonbury, Wimbledon and Olympic fanzones.

Do brand ambassadors need training?

For anything more than a sample, yes. On our VR headset launch every ambassador went through the retailer’s own training before their first shift.

Can brand ambassadors work in shops?

Yes. Our in-store teams have worked in Currys, John Lewis, EE Studios and other retailers, demonstrating VR headsets and AI laptops.

Tell us where and when, and we’ll suggest the team and the training.

Talk to us about your eventAll guides

Keep reading.

Shoppers watching in-store demonstrators at an AI laptop launch on Oxford StreetGuideHow do you build an in-store demo team that sells?What changes when the team is measured on sales.A VR demonstrator with a Batman costume character at The O2Case studyIn-store VR demonstrators, UK and IrelandAmbassadors worked 2,750+ shifts in 59 stores, launching with Batman: Arkham Shadow.Brand ambassadors at WimbledonCase studySmart glasses demo staff, all summerOur teams logged 10,400+ interactions and 3,900+ demos, from Glastonbury to Freshers.

Let’s talk.

Tell us what you need and we’ll reply quickly.

Simple staffing enquiryGet a quick quoteSend us the roles, dates, place and numbers. This is best for events in the next few days or weeks. Fuller campaign detailSubmit a briefFor launches, festivals, tours and longer programmes. We’ll call to talk it through, then send a staffing plan and full quote.