Major franchises that have a lot of nerd crossover (marvel, Star Wars, etc.) keep a lot of influencers on the payroll as “advisors” or various types or consultants for events like this. Expect some mea culpas and some Twitter threads from respected people saying, “WotC made a terrible mistake but with the latest changes it’s better now.” Someone at corporate will take a public decapitation as the fall guy with a nice…
Do they really pay influencers? I’m skeptical. There seem to be a limitless supply of megafans who will defend the bad decisions of corporations because they’ve invested their personality in it, not because they’re getting paid.
You don't need to pay influencers heavily. You just need to make them feel important.
You get mid-tier execs to phone them to give them "inside" information. You give them early access to content so they can have opinions before anyone. You invite them to white-glove events (maybe even fly them there for free) and then have your attractive well-spoken marketing people treat them like royalty. You get your social teams to drum up fake viral headlines to generate talking-points for TV interviews/podcasts for hosts that wouldn't otherwise have content.
That goes a long way with megafans and most people who aren't business savvy.
[1] https://www.youtube.com/watch?v=UCIYCaXNe88&list=PLJ_TJFLc25...