20 Brand Activation Ideas For Your Next Campaign
With so much competition for people’s attention, brands need to do more than just advertise—they need to create experiences that stick. The best activations pull people in, get them involved, and leave a lasting impression. When done right, they don’t just promote a product; they create moments people want to share.
Here are 20 great examples of brands that nailed it in the event marketing space.
1. Pop-Up Installations
Example: Louis Vuitton x Takashi Murakami Pop-Up in Soho
In January 2025, Louis Vuitton collaborated with renowned Japanese artist Takashi Murakami to launch an exclusive pop-up store in New York City's Soho district. The space featured a vibrant, slime-green exhibition displaying archival pieces from their past collaborations, including the iconic Monogram Multicolore collection. Visitors could also experience a cinema room showcasing digitally enhanced Superflat films by Murakami and enjoy specialty drinks served in custom-designed cups at the pop-up café. This temporary activation not only highlighted the brand's artistic partnerships but also immersed visitors in a visually stunning and culturally rich experience.
Source: New York Post
2. Interactive Art Installations
Example: Balloon Museum's "EmotionAir: Art You Can Feel" Exhibition
In March 2025, San Francisco’s Palace of Fine Arts hosted the Balloon Museum's EmotionAir exhibition, an immersive art experience featuring 20 large-scale inflatable installations by 22 international artists. Visitors engaged with helium spheres to create their own art and explored a sunken pit filled with yellow plastic balls, delivering a unique mix of tactile and visual experiences. This interactive exhibition aimed to evoke deep emotional responses, drawing significant attention and media coverage.
Source: San Francisco Chronicle
3. Themed Escape Rooms
Example: Thrillist x Cheetos Escape Room
In October 2024, Thrillist partnered with Cheetos to create a one-of-a-kind escape room in Brooklyn, designed to immerse fans in the brand’s playful and mischievous world. Participants had to solve real-life-inspired puzzles with one hand "tied" by simulated Cheetos dust, making for a hilarious and challenging experience. This activation successfully reinforced Cheetos’ fun, over-the-top brand personality while encouraging strong social media engagement.
Source: BizBash
4. Sensory Experiences
Example: Whataburger Museum of Art at SXSW
At South by Southwest (SXSW) in March 2025, Whataburger launched the Whataburger Museum of Art in Austin, celebrating fan-created artwork inspired by the beloved fast-food chain. The museum featured over 200 pieces of art alongside interactive exhibits, such as a transformable restaurant interior and a photogenic “mugshot” wall. This multi-sensory activation deepened the emotional connection between the brand and its most loyal customers.
Source: Chron
5. 360-Degree VR Activations
Example: TopShop's Virtual Reality Catwalk
TopShop offered shoppers an exclusive front-row experience of their London Fashion Week runway show through VR headsets in select flagship stores. This activation allowed customers to immerse themselves in the event without ever leaving the retail space, blending high fashion with cutting-edge technology to elevate the shopping experience.
Source: VR Sync
6. Live Social Media Challenges
Example: Chipotle’s #LidFlip Challenge on TikTok
Chipotle mastered the art of social media engagement with its #LidFlip challenge on TikTok, where customers attempted to flip their burrito bowl lids in style. The challenge, launched with the help of influencers, quickly went viral, generating over 100 million views and significantly increasing brand engagement. By gamifying the experience and tying it to a social media trend, Chipotle encouraged widespread participation and brand awareness.
Source: Marketing Dive
7. AR-Enabled Scavenger Hunts
Example: Pokémon GO x Starbucks Collaboration
In a strategic brand activation, Starbucks partnered with Pokémon GO to create an AR-powered scavenger hunt, turning select store locations into in-game PokéStops and Gyms. Customers were encouraged to visit these locations to collect digital rewards and unlock exclusive Starbucks-themed Pokémon drinks. This activation successfully merged digital engagement with foot traffic to physical stores.
Source: The Verge
8. Branded Photo & Video Booths
Example: HBO’s Game of Thrones Iron Throne Experience
To promote the final season of Game of Thrones, HBO set up immersive photo booths in major cities, allowing fans to sit on a replica of the Iron Throne. High-quality, instantly shareable photos were sent to participants, encouraging them to post on social media using a branded hashtag. This activation drove massive online engagement and built anticipation for the season premiere.
Source: Adweek
9. Live-Streaming & Real-Time Polling
Example: Coachella’s YouTube Livestream & Fan Polls
Coachella leverages live streaming on YouTube to bring its festival experience to a global audience, featuring real-time artist interviews, backstage access, and live performances. Interactive fan polls allow viewers to influence setlists or behind-the-scenes content. This strategy has expanded Coachella’s reach far beyond ticket holders, turning the festival into a digital phenomenon.
Source: Variety
10. User-Generated Content Contests
Example: Coca-Cola’s ‘Share a Coke’ Campaign
Coca-Cola’s Share a Coke campaign invited customers to find bottles with their names and share photos using a dedicated hashtag. The campaign encouraged organic participation and generated millions of social media impressions. By incentivizing user-generated content with personalized experiences, Coca-Cola created a viral, community-driven activation.
Source: Forbes
11. DIY Product Customization Stations
Example: Nike By You – Custom Sneaker Design
Nike's By You customization program lets customers personalize sneakers with unique colors, materials, and monograms. This experience has been brought to live events, including in-store activations and pop-ups, where attendees can work with designers to create one-of-a-kind shoes. This personalization strategy not only drives engagement but also strengthens brand affinity.
Source: Nike
12. Tasting & Sampling Activations
Example: Pepsi’s Blind Taste Test Challenge
Pepsi revitalized its classic Pepsi Challenge by setting up blind taste tests at events and festivals, where participants compared Pepsi and Coke without knowing which was which. The activation encouraged organic conversation and social media buzz, helping the brand reinforce its competitive positioning.
Source: CNN Business
13. Live Product Demos & Trials
Example: Dyson’s In-Store Air Purifier and Hair Styling Stations
Dyson hosts in-store activations where customers can test vacuum cleaners, air purifiers, and hair styling tools in real-time. Stylists demonstrate Dyson’s hair care technology by offering attendees complimentary styling sessions. These activations allow potential buyers to experience the products firsthand, increasing conversion rates.
Source: Forbes
14. Influencer or Celebrity Meet-and-Greets
Example: Sephora’s Beauty Insider Events with Influencers
Sephora regularly hosts Beauty Insider events where VIP customers meet top beauty influencers and brand ambassadors. These exclusive activations feature live product demos, Q&A sessions, and photo opportunities, driving engagement while reinforcing brand loyalty.
Source: Glossy
15. Branded Wellness & Relaxation Lounges
Example: Lululemon’s Mindfulness and Yoga Pop-Ups
Lululemon has created pop-up wellness lounges at major events like music festivals and marathons. These activations include guided meditation, yoga classes, and product sampling of their self-care line, reinforcing their brand’s wellness-focused identity while providing value to attendees.
Source: Yoga Journal
16. Eco-Friendly Giveaways & Activations
Example: Adidas' Recyclable Shoe Drop & Upcycling Stations
Adidas launched Futurecraft Loop, a fully recyclable sneaker designed for a circular economy. To promote sustainability, they hosted live events where attendees could return worn-out shoes for upcycling, receive plant-based giveaways, and learn about Adidas’ eco-friendly initiatives. This activation educated consumers on sustainability while reinforcing brand commitment to environmental responsibility.
Source: Fast Company
17. Charity-Driven Experiences
Example: TOMS’ "One Day Without Shoes" Campaign
TOMS, known for its one-for-one giving model, created an activation called One Day Without Shoes, encouraging people to go barefoot for a day to raise awareness for children without proper footwear. For every social media post using the campaign hashtag, TOMS donated a pair of shoes to a child in need. The campaign went viral, driving brand engagement while supporting a meaningful cause.
Source: Forbes
18. Local Artist or Musician Collaborations
Example: Red Bull Music Festival & Street Art Activations
Red Bull’s music and art activations spotlight local talent in cities worldwide. Their Red Bull Music Festival brings underground artists to the forefront, while their Red Bull House of Art program funds emerging street artists, providing space for them to create and showcase their work. These collaborations strengthen community ties while aligning with Red Bull’s edgy, cultural branding.
Source: Hypebeast
19. Branded Fitness & Wellness Experiences
Example: Lululemon’s Sweatlife Festival
Lululemon’s Sweatlife Festival is a multi-day event combining fitness classes, mindfulness workshops, and wellness experiences. Attendees participate in yoga sessions, HIIT workouts, and self-care talks, all tied to Lululemon’s mission of promoting an active lifestyle. This activation builds a strong community around the brand while providing value to health-conscious consumers.
Source: Lululemon
20. Surprise & Delight Moments
Example: WestJet’s Christmas Miracle Giveaway
WestJet surprised passengers by setting up a live digital Santa Claus at an airport check-in. Travelers shared their Christmas wishes, and upon arrival at their destination, WestJet staff had their gifts wrapped and ready to be picked up. This heartwarming activation generated massive social media engagement and brand goodwill.
Source: CNN
Conclusion
When it comes to planning a successful brand activation, flexibility is key. You’ll want to tailor your experience to the specific interests and behaviors of your target audience, as well as your campaign objectives. Whether you’re creating an immersive experience, launching a viral social media challenge, or aligning with a cause that resonates with your audience, the goal is the same: make it engaging, shareable, and reflective of your brand’s values. The more your activation speaks to the core of what your brand stands for, the more meaningful the connection with your audience will be.
Tracking Success
To measure the impact of your activation, focus on key metrics that align with your objectives.
Engagement Metrics: Track social shares, event attendance, and user-generated content to see how your activation is resonating with your audience. The more people are sharing their experiences, the more your brand gains visibility and credibility.
Return on Investment (ROI): Look beyond the immediate event and monitor how your activation drives sales, customer acquisition, and long-term brand loyalty. Did it spark increased traffic to your website? Did it convert attendees into repeat customers?
Feedback and Insights: Post-event surveys, direct feedback from participants, and digital insights (such as online reviews or sentiment analysis) can provide invaluable information for fine-tuning future activations. Continuously collecting this data allows you to refine your strategy, ensuring each activation becomes more impactful than the last.
Final Thoughts
"The best brand activations don’t just sell a product—they create an unforgettable experience."
Great brand activations are all about making an emotional connection with your audience. When you blend creativity, authenticity, and meaningful engagement, your activation becomes more than just a marketing tactic—it becomes an experience that people remember and talk about. By consistently delivering memorable moments, you not only drive consumer loyalty but also build a community around your brand.
As event producers, it's our job to design these activations that transcend the ordinary, creating experiences that truly resonate with people. The more we can surprise, delight, and engage our audiences, the more we ensure that our brand's story is told in a way that people won’t forget.
