Guide

Product launch in Argentina with press, influencers and brand guests: how to run the guest list and the door

By SOMOS DER · October 30, 2026 · 7 min read

A product launch in Argentina usually brings three audiences through the same door: local press, influencers and content creators, and the brand's own guests. Each one needs something different, so the accreditation works best with one registration link per category, numbers controlled before the invitations go out, a different arrival time for each group and zone permissions by guest type. If you are running the launch from abroad, plan for a bilingual guest list and for Argentine image and data law, which apply to the event no matter where the brand is based. At the end, the number your client needs is how many people from each category actually came in, not how many said yes.

Three audiences, three registration links

The classic mistake is a single form with a dropdown that asks «Are you press, influencer or guest?». People pick the option that suits them, and on the night you have thirty «press» that nobody invited. With PASE each attendee type has its own registration link: whoever signs up through the press link is recorded as press, whoever uses the creators link is recorded as a creator, and nobody assigns their own category.

For a launch, four types are usually enough:

• Press: journalists, photographers and camera crews from media outlets.
• Influencers and creators: with a companion only if you planned for one, and then as a separate registration, not as a loose «+1».
• Brand guests: clients, distributors, partners, people from the company, including any executives flying in for the launch.
• Staff and suppliers: production, catering, technical crew, your agency and the local agency.

The US government's Public Venue Credentialing Guide (CISA, May 2020) recommends the same logic for venues: credential requests divided into categories or groups based on function, with media listed among the groups that should request credentials electronically before the event. Each link goes only to the people it is meant for. The press link is never posted on social media; the creators link is sent one by one. If a link leaks, the damage stays inside that category and the report shows how many people registered through it.

A bilingual guest list without two systems

A launch in Buenos Aires with a foreign brand often mixes Spanish-speaking local press with guests who only read English. PASE's registration page and the email with the QR code are available in Spanish and English. By default they follow the language of the attendee's browser, and adding ?lang=en to the link you send forces English. So you can send the same press link with ?lang=en to the international journalists and without it to the local ones, and both land in the same press category. There is no Portuguese version, so for guests from Brazil, choose English or Spanish.

Numbers are controlled before you invite, not at the door

The venue has a capacity, and the launch has an ideal number per group: how many outlets, how many creators, how many guests. Control that number when you invite. Decide how many invitations go out per category, assuming not everyone who confirms will come, and keep an eye on registrations by type as the date gets closer. If one category goes over, you close or stop sending that link; the others carry on. CISA's guide also suggests setting a maximum number of guest credentials for VIPs and similar groups, with exceptions only in special cases.

What you want to avoid is finding the excess on the sidewalk. Turning away a journalist or a creator who holds a valid QR is a problem for the brand relationship, not an accreditation issue. If a category's limit is strict, say so in the invitation («personal, non-transferable invitation, no companion») so people know beforehand. In PASE the QR is unique and non-transferable per attendee, and if someone tries to use a code that has already been scanned, the screen shows DUPLICATE.

Staggered arrival: each group comes when you need it

If everyone arrives at the same time, you get a single line with three audiences mixed together, and the product is unveiled with half the room still outside. Staggering means putting a different arrival time in each category's invitation. One possible order:

• Press first: they get the press kit, shoot the product with nobody in front of it and, if there are interviews, do them then.
• Creators next: once the set is ready and the lighting works for content.
• Brand guests last: for the presentation and whatever follows.

Write the time in each category's email without ambiguity. Use the 24-hour format: «19:00» is clearer for everyone than «7». Since each group registered through its own link, you send each one its time without mixing lists. Afterwards, the PASE report by type and by hour tells you whether the stagger worked or everyone turned up together anyway.

Zones: who goes where

Almost every launch has areas that are not for everyone: the space where the product is shown before the presentation, the interview corner, a lounge for brand guests, the backstage. Draw a table with categories in rows and zones in columns and mark yes or no in each cell. In PASE that table is the permission matrix: each checkpoint looks up the attendee type and answers VALID or NOT AUTHORIZED.

Two decisions to make in advance:

• Which checkpoints allow re-entry. The main entrance, once only. The press area or the lounge, with re-entry, because people go in and out all night.
• How many checkpoints you really need. One for each place where the permission changes. The Base plan includes 1 access point, Pro up to 4 and Enterprise unlimited (see pricing).

Guests' image: tell them before, not after

At a launch with press and creators, guests will be photographed and filmed, and those images will be published. If you are used to the rules in your home country, do not assume they carry over. Article 53 of Argentina's Civil and Commercial Code says that capturing or reproducing a person's image or voice, in any way, requires their consent, with exceptions such as taking part in public events or the lawful exercise of the right to report on matters of general interest. A private launch with a guest list does not always fit those exceptions, so the prudent move is to tell people.

The natural place to do it is registration. Argentina's personal data law, Law 25,326, requires that before collecting personal data you inform people clearly of the purpose and who may receive the data (article 6), and that consent be free, express and informed (article 5). On each category's landing page, add a short text: who is organizing, what the data is used for, and that there will be photos and video that the brand and the media may publish. Have the brand's legal team review the exact wording; this is a practical checklist, not legal advice.

What to measure at the end

The brand will ask how many people came. The useful answer is not one total but one number per category:

• Actual attendance by type: how many press, creators and guests came in, against how many registered.
• Arrival time by type: whether the stagger held, and when the peak was.
• Movement by zone: how many went through the press area or the lounge, and how many attempts were rejected at each checkpoint.
• Time to enter: whether there was a line and how long it lasted.

PASE gives you live reporting by type, zone, gate and hour, and after the event a report with peak entry times, actual attendance and time-to-enter analytics, plus a closing report for the client. What it does not measure is what happens next: how many articles came out or how far each post reached. Your agency or the brand cross-checks that against the list of who actually came.

A launch works when each audience arrives at its time, enters its zone, and nobody from the brand has to go and find a journalist in the line.

Frequently asked questions