Creating unforgettable brand activations at high-profile events requires a blend of strategic planning, creativity, and audience engagement.
From choosing the perfect location and tailoring activations to your audience, to incorporating interactive experiences and embracing sustainability, this guide explores actionable steps to make your activations stand out. With insights into measuring success and leveraging partnerships, you’ll leave a lasting impression that goes beyond the event itself.
The world of high-profile events is a fertile ground for brands to shine. In today’s world, people’s attention is scattered. Creating memorable brand activations is essential. It is not just an extra effort; it is a key strategy. Successful activations ignite curiosity, inspire action, and create lasting emotional connections between brands and their audiences. If you’re ready to elevate your brand at your next event, reach out to our team for a free consultation.
Understanding Brand Activations
Brand activations breathe life into a company’s identity. They’re about crafting experiences that foster genuine connections. Unlike traditional advertising, activations engage audiences on a visceral level, transforming brand messages into tangible, shareable moments. Coca-Cola has interactive vending machines that give out surprises. Red Bull does exciting stunts in extreme sports. The goal is clear: change passive viewers into active participants.
The Power of Location
Location sets the tone for your activation. A tech brand may do well at a modern convention center. In contrast, a lifestyle brand might connect better in a stylish rooftop garden or an art gallery. Selecting a venue that complements your brand ethos is pivotal. Imagine Tesla showing off its latest model at a luxury eco-resort. The match between the brand and the resort’s vibe tells a strong story.
Tailoring Activations to Your Audience
An activation without audience alignment risks falling flat. Who is your target demographic? What are their values, preferences, and aspirations? Deep dive into audience analytics to uncover these insights. Millennials may crave interactive tech experiences, while Gen Z seeks authenticity and social responsibility. Personalization ensures your audience feels seen and valued.
Creativity in Design
Visuals are the silent ambassadors of your activation. Bold colors, striking architecture, or surrealistic setups can create buzzworthy moments. Creativity should go beyond aesthetics—storytelling adds depth. Imagine an augmented reality (AR) installation that animates your brand’s journey, allowing attendees to experience your narrative firsthand. Looking for inspiration? Check out our portfolio of innovative activations.
Interactive Experiences
Modern audiences crave involvement, and interactivity is the key to satisfying this desire. Activations that encourage participation are inherently more engaging and memorable. A virtual reality (VR) booth can transport attendees to a branded fantasy world. Alternatively, an interactive gaming station with rewards linked to your product ensures active engagement.
Collaborations and Partnerships
Why go solo when partnerships can amplify your reach? Collaborate with complementary brands or influencers whose values align with yours. Influencer partnerships lend credibility and expand your activation’s visibility to their loyal followers. Co-branding enhances your brand’s perception while sharing costs and resources for a mutually beneficial outcome.
Sustainability and Social Responsibility
Today’s audiences are acutely aware of environmental and social issues. Incorporating sustainability into your activation isn’t just a good practice—it’s an expectation. Use biodegradable materials, minimize waste, and partner with local suppliers to reduce your carbon footprint. Aligning your activation with meaningful causes builds trust and fosters loyalty.
Pre-Event Hype
The buildup to your activation is as crucial as the activation itself. Teasers, countdowns, and sneak peeks on social media platforms stir curiosity and generate anticipation. Use hashtags, influencer shout-outs, and behind-the-scenes content to create a sense of exclusivity. A well-orchestrated pre-event strategy ensures your activation begins with a captivated audience.
Measuring Success
Activations without measurable outcomes are missed opportunities. Before launching, establish clear KPIs to evaluate your success. Are you aiming for increased social mentions, customer sign-ups, or direct sales? Tools like Google Analytics and CRM integrations can quantify your activation’s impact, turning creativity into actionable data.
Lessons Learned from Top Activations
Consider Coca-Cola’s “Share a Coke” campaign. Coca-Cola created an emotional connection by personalizing bottles with common names. This simple idea sparked a global wave of engagement. Activations that foster genuine connections and resonate emotionally are the ones that succeed. However, meticulous planning and execution are non-negotiable to avoid missteps that could alienate your audience.
Closing Thoughts
Unforgettable brand activations are not the result of coincidence—they are the fruit of careful planning, creativity, and execution. They bridge brands and audiences through experiences that leave an indelible mark. As you gear up for your next high-profile event, dare to innovate, captivate, and elevate your brand’s story. Let us help you create an activation your audience will never forget—contact us today.
On October 15, 2024, T Palmer Agency launched Cosmic Connections at ITC 2024, an experiential marketing event. The event took place at the famous Area 15 in Las Vegas. This experiential marketing event showcased our expertise in creating dynamic marketing experiences. Designed for fintech and insurtech leaders, it blended cutting-edge technology, live entertainment, and interactive experiences to connect with attendees on a deeper level.
Our goal was to immerse guests in a cosmic-themed environment and demonstrate the impact of experiential marketing. Every detail was planned to ensure guests left with a lasting impression and a better understanding of how experiential marketing can elevate brand engagement.
Let’s explore what made Cosmic Connections unique and how T Palmer Agency can help your brand deliver immersive experiences. We’ll also share details about our upcoming event, the Future of Founders Summit.
Cosmic Connections 2024 – Deep Vector
Cosmic Connections 2024 – Lumenova.ai
Cosmic Connections 2024 – Instabase
Cosmic Connections 2024 – JET The Agency
Cosmic Connections 2024 – Akko
Cosmic Connections 2024 – CompScience
Cosmic Connections 2024 – PawlicyAdvisor
Cosmic Connections 2024 – Attendees Posing
Cosmic Connections 2024 – Insutech Attendee
Cosmic Connections 2024 – Enjoy Yourself
The Cosmic Experience at ITC 2024
Cosmic Connections offered a fully immersive experience that left attendees captivated. Held at The Portal, a venue known for its 360-degree video projections, the event greeted attendees with bright, dynamic visuals and sounds, setting the tone for a unique evening from the moment they arrived.
Throughout the night, we kept the energy high with a mix of entertainment options. Guests enjoyed the 360 photobooth, where they could capture fun moments. A LED cube contortionist amazed the audience with jaw-dropping performances, blending art and acrobatics inside a glowing cube. AI models moved through the space, interacting with guests and adding a tech-driven touch that perfectly aligned with the event’s fintech and insurtech theme.
Interactive arcade games provided a sense of playful nostalgia, giving guests a chance to unwind in between networking sessions. Additionally, a DJ, beatboxer, and drummer created an upbeat musical backdrop that kept the atmosphere lively throughout the night.
By combining entertainment, technology, and live interaction, Cosmic Connections delivered a unique experience that kept guests engaged from start to finish. This mix highlighted the potential of experiential marketing to captivate audiences and leave a lasting impression.
Cocktails and Cuisine: The Cosmic Taste
The cosmic theme extended to the food and drinks as well. Guests enjoyed custom cocktails, such as the Galactic Glow, Stellar Spritz, Nebula Nectar, and Meteorite Mule. These drinks were crafted to match the cosmic theme, with bold flavors and vibrant colors that added to the event’s visual appeal.
The menu featured small, flavorful bites that were easy to enjoy while socializing. Dishes like tuna tartare with avocado, blackened shrimp skewers, and beef tenderloin with chimichurri provided a balance of sophistication and approachability. Every bite enhanced the experience, ensuring the cosmic theme resonated throughout the evening.
By focusing on sensory details like taste and visuals, we ensured that Cosmic Connectionswas a fully immersive experience that left guests with lasting memories. Every element, from the drinks to the décor, played a part in reinforcing the theme.
Why T Palmer Agency Excels in Experiential Marketing
At T Palmer Agency, we believe that creating memorable experiences is key to building strong connections between brands and their audiences. Consumers today expect more than just products—they seek meaningful engagement, and that’s where experiential marketing excels.
Cosmic Connections demonstrated how a well-executed event can leave a lasting impression. By blending technology, creativity, and live interaction, we crafted an event that not only entertained but also deeply engaged guests. Further, this combination of physical and digital elements made Cosmic Connectionsmore than just an event—it became an experience that stayed with attendees long after the night was over.
Rendering of Your Immersive Event Marketing
Rendering of Your Brand Activiation
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Rendering of Interavtice Event Experiences
Rendering of Your Event Marketing
Our focus on fintech and insurtech allows us to tailor events to meet the specific needs of these industries. However, we are excited to expand into areas like fashion and wellness, where experiential marketing can have a profound impact. These industries present new opportunities for us to help brands connect with their audiences on a deeper level.
Interested in learning more about how we can elevate your brand? Explore our services here.
Future of Founders Summit: Wellness and Success
After the success of Cosmic Connections, we’re excited to announce our next major event: the Future of Founders Summit – The Wellness Blueprint. Taking place on January 23, 2025, at Tribeca Rooftop + 360° in New York City, this summit is designed to help business leaders balance personal wellness with professional success.
In today’s fast-paced world, leaders often prioritize business over personal health. However, wellness is key to long-term success. The Future of Founders Summit will offer practical strategies for maintaining a healthy balance between work and personal life, allowing leaders to thrive both professionally and personally.
What to Expect:
Health: The day will start with a Sunrise Yoga Session, followed by workshops on setting realistic fitness goals and managing mental health at work. These sessions will highlight how a focus on health can lead to better leadership and decision-making.
Wealth: The afternoon will shift to financial health. Offering sessions on controlling burn rates, creating employee incentive programs, and staying motivated after reaching financial goals.
Prosperity: In the final sessions, attendees will hear from founders who overcame major challenges. These talks will provide valuable insights into growing both personally and professionally during difficult times.
The day will end with a networking happy hour. Attendees can connect with fellow leaders and share their experiences in a relaxed setting. The Future of Founders Summit is not just about learning. It’s about building a community of leaders who understand the importance of holistic success.
Elevating Your Brand with Experiential Marketing Events
With Cosmic Connections, T Palmer Agency proved its ability to create truly immersive and engaging experiences that leave lasting impressions. By integrating advanced technology, entertainment, and live interactions, we helped brands connect with their audiences in meaningful ways.
As we expand into industries like fashion and wellness, our commitment to delivering impactful experiences remains strong. T Palmer Agency is ready to help you create powerful connections with your audience.
Coachella isn’t just a music festival; it’s a marketing goldmine.
Every year, brands flock to the desert to mingle with festival attendees and create memorable experiences. As marketing and event experts, we cannot get enough of the live events and festival marketing opportunities taking place. From musical performances to other types of creative brand activations, if you’re a part of this year’s Coachella festival as a brand, you’re set up for great success.
Why Coachella?
PHOTO: Andy Abeyta/The Desert Sun
But what makes Coachella activations so special? It’s the perfect place to stage unique activations with a captive audience of festival goers making up a diverse audience. If a brand wants to get in front of a young, affluent crowd who uses social media platforms to share their lives, this annual music festival is where to do it. Attendees are eager to share what they’re doing with the world, including brand experiences. In terms of brand marketing, this is a goldmine for reach since they are showcased in an immersive and interactive way.
In addition, experiential marketing helps reach new audiences. These activations go all out as brand craft sensory experiences. These give music fans a way to interact with products, engage with brand reps, and become a part of the story.
When it comes to tapping into influencers, perhaps the best example this year are the Jenner sisters and their brands. Coachella brings in influencers from a variety of industries — fashion, music, lifestyle and more. It’s a who’s who of social media and brands are smart to leverage their attendance. Partnerships with influencers create a ripple effect. Content reaches millions beyond the festival grounds to expand the brand’s reach dramatically. Essentially, every attendee can become brand ambassadors, and the best experiences tap into this in real time.
Finally, marketing activations at Coachella provide incredible earned media for brands. The buzz that comes from the festival grounds is staggering and leads to incredible organic reach and brand awareness. You can’t get better advertising and brand recognition than from festival-goers themselves sharing it on social media.
Don’t worry if you missed Weekend One. There’s still a second weekend of activations and events. These are our top picks that take the marketing cake and have created unforgettable festival activations.
Are you ready to saddle up and step into the Wild West of Coachella? If those new cowboy boots of yours needed some breaking in, then Kendall Jenner’s 818 Outpost was your go-to destination. As the ultimate pioneer-style Western Town, this creation wasn’t just an activation. In fact, it was the ultimate experience featuring big brands the first weekend.
First up, the 818 Tequila specialty cocktails, Kendall Jenner’s brand, set the tone for an unforgettable journey. And, if you were looking for something a little different, there was Kylie Jenner’s Sprinter Vodka Soda, offering cocktails as well.
But it’s not all about the spirits—818 Outpost had your wellness covered too.
Say hello to Olipop, the probiotic-packed soda that’s as good for your gut as it is for your taste buds. And for those moments when people needed a pick-me-up, Emma Chamberlain’s Chamberlain Coffee delivered that much-needed caffeine boost with style.
Of course, no festival experience would be complete without the essentials, and 818 Outpost didn’t disappoint. They had everything you needed to survive and thrive throughout Coachella Weekend One.
Celsius Cosmic Desert
PHOTO: Getty Images for CELSIUS Energy
Building upon its legacy of promoting health and vitality, Celsius unveiled its latest innovation: the Space Vibe Trilogy of flavors.
This much-anticipated launch promised to take taste buds on an intergalactic journey, offering consumers a cosmic experience like no other. But the excitement didn’t end there. In addition to introducing these new flavors, Celsius Cosmic Desert featured performances from musical artists, cuisine, and photo opps.
Attendees experienced an immersive fusion of music, culture, and wellness against the backdrop of a desert oasis. It created an ambiance that was both invigorating and enchanting. Adding to the allure of the event was the presence of Luna Muerta Piercings. Known for exquisite craftsmanship and innovative designs, Luna Muerta Piercings added an extra layer of creativity to Celsius Cosmic Desert.
Lana Del Ray and special guest Billie Eilish ended the night’s performances. But, then there was the ultimate Coachella after hours experience at NYLON House.
The event was presented by Smirnoff ICE and in partnership with an extensive lineup of beauty brands including e.l.f. Cosmetics, got2b, Sally Hansen, and Bumble. Other brands in attendance includedHilton, Kate Spade, Rémy Martin, QUAY, Soulcare, Nautica, Celsius, Banter, and Keys. NYLON House, as promised, was a star-studded affair filled with music, glamor, and excitement. As guests mingled , they had the opportunity to experience firsthand the innovative offerings from the event’s esteemed partners. From beauty and fashion to wellness and lifestyle, each brought its own unique flair to the festivities. Together, they created an immersive experience that was as unforgettable as it was inspiring.
With Smirnoff ICE leading the charge as the presenting sponsor, guests experienced signature cocktails and refreshing libations. And with partners like e.l.f. Cosmetics, and Kate Spade in tow, attendees had access to exclusive activations, VIP lounges, and experiences that elevated the NYLON House .
Revolve Festival Saturday, April 13th
PHOTO: Gilbert Flores/WWD
As the sun set over the desert horizon, anticipation mounted for the seventh annual revival of the ultimate festival experience. REVOLVE Festival featured a lineup that paid homage to the golden era of Y2K.
But the magic didn’t stop there. Hailey Bieber’s skincare brand, Rhode, added a touch of glamor. There was a photo studio, inviting guests to capture moments of joy and camaraderie amidst the festivities. And while attendees were basking, Supergoop!’s sunscreen provided extra protection, ensuring that everyone radiated responsibly.
Thirsty for more?
You could have quenched it courtesy of the Jenner sisters, who made their second appearance with their respective brands. With each sip, attendees were transported deeper into a realm where indulgence knew no bounds.
Neon Carnival presented by Liquid I.V. , April 13th-14th
PHOTO: Charity Stars
Now in its 13th year, Neon Carnival continues to outshine itself with an evening of live performances, revelry, and excitement. Sponsored by some of the biggest names in entertainment and consumer lifestyle, this event was bigger and better than ever. Leading the charge was the #1 powdered hydration brand in America, Liquid I.V. It offered guests exclusive tastings of two new flavors — the Hydration Multiplier Popsicle® Firecracker and Sugar-Free in Rainbow Sherbet.
Set at the famed Desert International Horse Park, the venue was transformed into a playground of carnival-style games. It also had a Ferris wheel, bumper cars, and other amusement park thrills. Joining the party were sponsors like Ghost® Energy, LaCroix, Coca-Cola, Nütrl Vodka Seltzers, ApeCoin, Heineken, and Path Water. They all added their unique flair to the festivities.
Guests danced the night away under the neon lights, sipping on specialty PATRÓN cocktails and enjoying the adrenaline-pumping atmosphere. Neon Carnival promised to be an unforgettable highlight of the Coachella weekend. It marked yet another chapter in its storied history of music, fun, and excitement.
Desert Nights, April 12-14, 19-22
PHOTO: Rich Kim / Blink of an I Production
If you missed weekend one festivities don’t fret, Desert Nights has weekend two lined right up for you. This is the ultimate desert adventure as Desert Nights returns for two weekends of non-stop excitement! Hosted by the renowned Tao Hospitality Group, this year’s event was bigger and better than last year. It featured with three unforgettable nights of music, food, and fun.
Festival-goers are treated to electrifying performances from a lineup of top-notch DJs at this non-stop party. Get ready to dance the night away to the beats of Adriatique, Skepta, John Summit, Kaskade, and many more. With a lineup this stacked, the desert will be pulsating with energy and excitement from dusk till dawn.
But Desert Nights isn’t just about Coachella Valley music—it’s a feast for the senses. Strike a pose at the photo-worthy activations by Poppi, where every snapshot is Instagram-worthy perfection. And when hunger strikes, fear not. Pizza Hut is on hand to satisfy cravings with delicious slices of piping hot pizza. Wash it all down with cocktails from Patrón El Alto, and you’ve got the recipe for a night to remember.
Are you ready for Coachella?
For those attending the second weekend of Coachella, incredible experiences are awaiting you. If you’re not at Coachella this year, but want to reach this audience, be a part of the 2025 festivities. There isn’t a better way to reach your target audience, build your brand and get exposure than with people who posting across the Metaverse. Get your creative juices flowing – now is the time of year to start planning your activation for Coachella in 2025.
Are you ready to reach this audience? We’re here to help. Connect with us today and learn how T Palmer Agency can maximize your marketing dollars. We’re here to take your brand to the next level.
In case you were caught up in the Oscar hoopla this weekend, there’s also another huge event taking place — South by South West (AKA South by or SXSW). This is the time when the annual pilgrimage of techies, creatives, musicians and more descend to Austin.
In an instant, the city turns into a hub for innovation. People who attend the festival are diverse, ranging from filmmakers to tech leaders, musicians and entrepreneurs. They head there to be inspired courtesy of big name panels with thought leaders, keynote speakers, introductions to the latest technologies and access to the many industries leaders for professional development.
But, SXSW isn’t just about panels, screenings and concerts. For SXSW badge holders, they get even more than conference sessions and music, they get access to the brightest minds leading brand activations. Brands play a massive role in creating the festival vibe and buzz courtesy of immersive brand activations. However, at this event, attendees don’t leave talking only about swag bags; they talk about the events. These events are major and designed to engage attendees, build buzz and get people talking on every social platform well past the end of the event. As marketers who create experiential experiences, we’ve always got our eyes on SXSW to see the thriving creativity and how it compares to last year.
While we’re not there this year (ICYMI, we’re busy gearing up for a NYC launch and our first Founder’s Dinner at the famed Hotel Chelsea later this month), we are still keeping tabs. These are our top picks for activations at the 2024 event that stand out for their creativity and social-media generating hype. Sadly, most of these events took place March 8th, March 9th and March 10th, so unless you were there over the weekend, these are but a memory. But, you never know. Perhaps you’ll stumble up an intimate setting with a special performance
On March 8, it was opened to everyone for free drinks and cocktails featuring all 31 (who knew!?!) flavors. Complete with a DJ, merch and interactive experiences, this was a crowd favorite. People piled into its ball pit, played cornhole and had a general awesome time in perfect spring weather. We loved how playful this activation was over the weekend.
This year’s South By features a return of Paramount+ Presents: The Lodge. A staple of SXSW, the activation features themed sets tied to Paramount shows and movies, as well as drinks, music and even an airbrush tattoo station. The Clive Bar has been remade into The Lodge, complete with rustic decor and three floors of photo opps and experiences. Guests can sip on themed cocktails at the Lawmen: Bass Reeve’s saloon. Or, they can grab an Azalea, the signature drink of The Masters at the Paramount+ Pub.
But, it goes beyond that. There’s also a Halo interactive experience that allows fans to explore props and costumes. In addition, they can also step onto the iconic bridge of the USS Discovery in advance of the Star Trek: Discovery Season 5 premiere that’s on the SXSW schedule. Finally, The Chi, Survivor, Ink Master and others have inspired other interactive moments at The Lodge. What sets this activation apart is that its a festival series regular and delivers a familiar environment courtesy of The Lodge that attendees can return to every year.
To celebrate the new Amazon Prime Video series, Prime Video Fallout’s experience recreates the Wasteland shanty-town of Filly. The show, which premiers April 12 on Prime recreates the post-apocalyptic world of the show and gives attendees a chance to see if they have what it takes to survive in this immersive experience.
Prime Video took a Downtown Austin parking lot at the Hotel San José and transformed it into “Filly,” a post-nuclear fallout world. Visitors (called Vault Dwellers) are then transported into this immersive experience. The creativity here is incredible. Vault dwellers enter through an old sewer tunnel and are greeted by local resident before they embark on a journey into the Fallout world. The goal is to get people psyched for the show’s first time on the air, and we think it definitely does that and more.
Audible pulled out all the stops for this year’s SXSW, including building a Ferris wheel and creating a carnival-inspired experience complete with carnival games, prizes and music.
Throughout all of the immersive experiences, the brand is front-and-center. On the Ferris wheel, the gondolas have audio so people can listen to Audible content when riding. The games are all Audible themed and there is even one-on-one listening spaces. Plus, when it comes to content creation and content creators, this year’s theme lends itself perfectly.
The luxury automobile maker pulls up to SXSW with it’s Full Service experience. Inside the activation, guests can wander through and learn about icons of the past, meet the new face of the brand’s electric future and witness the North American debut of the all-new Macan Electric.
As far as strategic partnerships go, this one is brilliant because the tech-savvy audience is one of the maker’s target audiences. Not only that, but the activation also includes panel discussions daily, a happy hour, tiny garage musical performances and more. For those with SXSW badges, there’s even an exclusive concert featuring artists like Common, 9th Wonder and DJ Diamond Kuts.
Tide is launching what it’s calling the “biggest laundry innovation of the 21st century” to SXSW attendees. The company’s newest innovation is Tide evo. This powerful cleaning formula packs 100% concentrated cleaning ingredients into a lightweight and convenient form. The plastic packaging is replaced with ready-to-recycle paperboard.
Stay in bed and win a free night at any citizenM hotel in the world. With a catch. Attendees get super interactive with this novel twist on the bucking bull in the form of a bucking bed. Climb on the bed and stay. on. Anyone surviving the 60-seconds as the bed furiously bucks to throw you off wins a free night.
Engagement is achieved through this fun approach. And, it’s also a great way to attract people who wouldn’t normally stop. Who doesn’t want to watch someone stay planted on a bucking bed for a sweet prize?
SXSW events here include installations, and panels with academic talent and entrepreneurs. It also includes UT Austin men’s and women’s basketball watch parties and live music performances. There is even a parade marching through downtown.
All in all, the activations at SXSW were fantastic. We cannot wait to see what brands pop-up next year. If you’re ready to head to SXSW and create a memorable activation, contact us today!
The San Francisco 49ers and Kansas City Chiefs weren’t the only thing we had our eyes on in Las Vegas on Sunday (although that overtime win by Kansas did have us biting our nails). As event planning and marketing experts, our interest was what was taking place across the city, not on the field or in a 30-second ad (which was a whopping $7 million per Super Bowl spot).
The Strip, which is already home to such huge brands, pop-ups and special events, was taken over by the Super Bowl for the first time this year. While yes, we were curious about seeing Taylor Swift perched in her million dollar box, the first Super Bowl adwe’d fall for (which BTW is really hard to pick when you’ve got celebs like Christopher Walken, Jennifer Aniston, Jennifer Lopez, Ben Affleck, Matt Damon, David Schwimmer, Aubrey Plaza, Kate McKinnon and Mayo Cat vying for top honors), we were much more fascinated by the star power and slew of football fans descending on the desert.
Creativity took center stage thanks to the creative direction of some marketing mavens, and we were here for it. Forget your standard logo-plastered booths and stale giveaways; this year, brands pushed boundaries, embraced interactivity, and forged deeper connections with audiences through unexpected partnerships.
This wasn’t just another marketing blitz; it was a playbook for event planners on experiential marketing.
But amidst the whirlwind of activations (and Usher’s Apple Music halftime show complete with special guests Lil Jon, Alicia Keys and Lil Wayne), five distinct experiences emerged, each offering valuable lessons for event planners seeking to leave their mark. So, grab your metaphorical playbook and prepare to be inspired, because we’re diving into the top five Super Bowl LVIII activations and the game-changing strategies behind them.
Which marketing campaign was our favorite leading up to Super Bowl Sunday?
Want to make your Super Bowl debut next year but crunched for time and need the pros in experiential activations to step in? Reach out to us todayfor a consultation and get ready to play with the pros.
Pepsi’s Big Game Vault
IMAGE DISTRIBUTED FOR PEPSICO BEVERAGES NORTH AMERICA
Pepsi’s activation for the game provided a unique opportunity for fans. Located in The Grand Bazaar Shops on the Strip, the weekend-long event was a hit.
What we loved
Pepsi gets it. The Vault itself was interactive and included games and music, creating a well-rounded sensory experience to keep fans engaged. But, the key to this activation wasn’t the games. Or the music. It was the concept.
The soft drink brand partnered with Puka Nacua, the LA Ram’s football team wide receiver, who is joining the ranks of rising NFL stars and Pepsi Zero Sugar NFL Rookie of the Year finalist. Fans got the chance to interact with him … with a twist. When the sun came up on Saturday, the Vault transformed into Pepsi Sip City Secrets – a first-of-its-kind ‘confessional’ for football fans to anonymously make their Super Bowl weekend secrets disappear with Puca.
Event planning take-aways
Think beyond static booths: Create dynamic experiences that evolve and cater to different needs throughout the event.
Sensory overload (in a good way): Stimulate multiple senses with interactive elements, music, and visually appealing design.
Exclusivity sells: Offer limited-edition items or unique experiences to drive engagement and excitement.
Leverage star power: Partner with relevant influencers or celebrities to enhance authenticity and appeal.
Don’t be afraid to experiment: Take risks and create unexpected elements that spark conversation and social sharing
Frito-Lay’s Cheesy Triumph
Las Vegas may be the wedding capital of the world, and Frito-Lay’s activation at Super Bowl LVIII took full advantage of that. The brands’ playful, attention-grabbing activations were impressive.
What we loved
The immersion. Frito-Lay went all in, in true Vegas fashion. First, there was the “Chip Strip Walk,” a fun Instagram-worthy opp where participants could walk giant replicas of iconic chips. They also had interactive games, food trucks and sampling area and more. But, our favorite thing was the Cheese Chapel, a pop-up wedding venue complete with Cheetos-themed vows, their mascot and legal ceremonies. These activations generated a ton of social media user-generated content, and collabs with influencers also helped elevate the activation so more would take notice.
Event planning take-aways
Don’t be afraid to be playful: Humor and unexpected twists can grab attention and leave a lasting impression.
Embrace social media: Encourage user-generated content, partner with relevant influencers, and create engaging content to amp up reach.
Cater to diverse interests: Offer something for everyone, whether it’s a unique experience, a photo opportunity, or a tasty treat.
Nickelodeon Scores Big with SpongeBob
The Nickelodeon broadcast labelled Travis Kelce as “Taylor Swift’s boyfriend” 😂 pic.twitter.com/0lQYWpYh7t
Who says the Big Game is only for adults? Nickelodeon got in on the action with their engaging brand activation courtesy of the uber-popular underwater world of “SpongeBob SquarePants.” First, the network transformed a part of the Las Vegas Convention Center into an immersive experience for kids of all ages where fans of shows like Sponge Bob, “Paw Patrol” and “Teenage Mutant Ninja Turtles” could get involved. But, they took it a step further and joined CBS in telecasting the game on Nickelodeon complete with SpongeBob and Patrick commentary that was kid-friendly and adorable.
What we loved
The understanding. The activation was rooted in a deep understanding of its audience and nostalgia. Parents could relive memories and kids imaginations got to play. In addition, tt was so creative! This was the first telecast of this caliber to air and the little touches like calling Travis Kelce “Taylor Swift’s boyfriend” was a humorous spot aligned with pop culture and could resonate with younger viewers.
Event planning take-aways
Embrace nostalgia: Leverage familiar shows and themes to bring together generations and illicit joy.
Go beyond your brand: Tap into other relevant brands to expand reach and appeal to more people.
Promote family fun: Think about how activations can reach both adults and kids and bring them together for an inclusive and fun experience.
Marriott Scores Early Touchdown with “Super Bowl Sleepover” Contest
While many brands focused on activations during Super Bowl LVIII, Marriott’s foresight shone bright months earlier with their “Super Bowl Sleepover” contest. This play was perfect for generating pre-event buzz. After all, what football fan wouldn’t want to stay in a suite at the stadium, complete with pre-game amenities, exclusive viewing experiences and post-game celebrations?
What we love
The exclusivity! The contest offered one amazing prize that could generate interest and lots of chatter well before Super Bowl week. The activation also tapped into social media engagement and building the brand. And, because people had to enter to win via their website, they were able to capture valuable audience data Marriott can use for future marketing endeavors.
Event planning take-aways
Think beyond the event dates: Plan promotions and activations well in advance to capture early interest and extend your event’s reach.
Offer exclusive and desirable prizes: Create unique experiences that people genuinely want to win, increasing competition and engagement.
Gamify your pre-event strategy: Interactive elements like contests, challenges, and storytelling can build excitement and anticipation.
Leverage the power of anticipation: Keep your audience engaged with updates, reminders, and content related to the upcoming event.
Fanatic and EA Sports Touchdown with Madden Bowl Partnership
Some brands tap into star-studded commercials to make a splash for game day. Others pull out all the stops like Fanatics and EA Sports with the Madden Bowl. Friday night before the game, the House of Blues was home to the partnership, which was the end to the most-played season in the Madden NFLChampionship Series. At the venue, the event included interactive experiences capped by an all-star lineup of musicians including GRAMMY-nominated platinum artist Breland, six-time GRAMMY winning rapper Big Boi and four-time GRAMMY winners and Rock and Roll Hall of Famers, Green Day.
What we loved
The event tapped into culture, sports and gaming to create something special. Capitalizing on the already popular game, the brand was able to bring fans together for an immersive experience that went beyond the tournament. Fans could test their football skills, interact with players, win prizes and capture performances to share on social media.
Event planning take-aways
Embrace emerging trends: Look for opportunities to connect your brand with relevant and growing communities like esports.
Offer more than just a competition: Make your activation an immersive experience with interactive activities, meet-and-greets, and branded merchandise.
Foster community and connection: Create spaces for attendees to interact, share their passion, and build lasting memories.
Think beyond the event: Extend engagement with post-event content and online interactions to maintain momentum and community spirit.
But, also we love football
We’re huge football fans at T Palmer Agency! So, of course, we can’t talk just about the activations. Are the Chiefs the next football dynasty, hitting the echelon of New England Patriots/Tom Brady, Dallas Cowboys and 49ers of the 90s? Perhaps!
Also, fun fact: football legend Joe Montana was in attendance on Sunday. He’s played for both the Chiefs and 49ers and was the Chiefs honorary captain for this year’s game.
TL;DR
While the Super Bowl is come and gone until next year, for brand strategists and event planners, the 2024 experience will live on. While the on-field battle between the Rams and Chiefs captivated millions, it was the off-field activations that truly stole the show.
In true Las Vegas fashion, none of what we witnessed was average. This year’s Super Bowl saw brands push boundaries, experiment with interactive experiences, and leverage unexpected partnerships to forge deeper connections with audiences.
From Pepsi’s “confessional booth” to T-Mobile’s stadium takeover, this Super Bowl offered a buffet of innovative activations, each with valuable lessons for the event planning world.
For your next event, think like us
Skip the static booth
The days of static, forgettable booths are over. Brands like Frito-Lay with their “Chip Strip Walk” and Marriott with their “Super Bowl Sleepover” contest showcase the power of immersive experiences. Interactive games, themed installations, and exclusive pre-event offerings not only capture attention but also create lasting memories.
Remember to play
Humor and unexpected twists don’t just resonate with audiences; they go viral. Frito-Lay’s Cheetos Chapel is a perfect example, tapping into pop culture humor and generating social media buzz. It reminds us that brands don’t have to be afraid to be playful and inject their personalities into their activations.
Leverage star power
While celebrities and influencers have long been marketing staples, Super Bowl LVIII saw them used in fresh and innovative ways. Pepsi’s partnership with Puka Nacua for their “confessional booth” adds authenticity and personal connection, while T-Mobile’s exclusive access for customers and pre-game activities featuring star performers create a sense of privilege and excitement.
Build anticipation for a longer period of time
Don’t wait until game day to engage your audience. Marriott’s “Super Bowl Sleepover” contest months in advance is a testament to the power of building anticipation. Gamified pre-event strategies like contests and challenges, as seen with Fanatics and EA Sports’ Madden Bowl partnership, further fuel excitement and keep your brand top-of-mind.
Be social media savvy
From encouraging user-generated content to partnering with relevant influencers, brands like Frito-Lay mastered the art of social media engagement. Remember, in today’s digital age, your activation isn’t complete without an online presence that amplifies reach and fosters community spirit.
It’s about connection
This year’s Super Bowl activations went beyond product promotion; they fostered connections. T-Mobile’s takeover fostered a sense of community within the stadium, while Fanatics and EA Sports’ Madden Bowl event brought gamers together to celebrate their shared passion. It’s a reminder that successful activations leave a lasting impact by creating shared experiences and emotional connections.
Super Bowl LVIII wasn’t just a football game; it was a playground for creativity, a showcase for innovation, and a goldmine of inspiration for event planners and brand strategists alike. We know these aren’t simply trends; they are the future of experiential event marketing and a part of the ever-evolving landscape where audience engagement, immersive experiences, and social media savvy reign supreme.
As we look forward to the next Super Bowl, one thing is certain: the bar has been set, and the competition for experiential marketing dominance has only just begun.
Are you ready to ante up? T Palmer Agency is an experiential marketing and creative agency with a combined decades of experience in the industry. Connect with us today for a consult.
IMAGE DISTRIBUTED FOR PEPSICO BEVERAGES NORTH AMERICA
