Event Activation Ideas to Make Your Brand Stand Out

In a world filled with choices, how can your brand capture attention and create lasting impressions? Event activations emerge as a key strategy that can breathe life into your brand. By leveraging innovative ideas, you can transform simple events into memorable experiences.

As consumers increasingly seek interactive and entertaining experiences, incorporating elements such as gamification and immersive workshops in your event activation plan can set your brand apart. Social media strategies amplify your reach, transforming attendees into brand ambassadors who share their unforgettable experiences with a wider audience and foster a sense of community and belonging.

In this article, we’ll explore an array of event activation ideas designed to make your brand stand out, but before diving into the specific ideas, it’s essential to grasp the fundamental principles of event activation:

• Alignment with Brand Identity: Ensure your activations reflect your brand’s values, personality, and messaging.
• Audience Centricity: Understand your target audience’s interests, preferences, and motivations to create relevant experiences.
• Measurable Objectives: Set clear goals for your activation, whether it’s increasing brand awareness, generating leads, or driving sales.
• Interactive and Engaging: Create experiences that encourage participation and interaction, fostering a sense of connection.
• Data-Driven Approach: Utilize analytics to measure the impact of your activation and refine future strategies.

Now with that out of the way, continue reading for several event activation ideas for your events.

Engage Your Audience with Cutting-Edge Technology

• Interactive technologies are revolutionizing event activation strategies. By incorporating VR & AR stations, attendees become active participants, directly influencing their content journey. This not only boosts engagement but also creates a more memorable experience.
• Touchscreens and interactive exhibits at events are more than just a novelty; they are pivotal in fostering teamwork and collaboration. These tools enhance the learning process, ensuring that information retention is as strong as the connections formed among participants.
• While not a new concept, a social media wall is still an indispensable marketing activation tool. They can be used for more than just aggregating live posts—if you plan ahead, it can be a key component of your event activation by intriguing and inspiring visitors with custom animations, contest, videos, leaderboards, and more.
• Another event activation idea that can be as cutting edge as you want it to be is to use a modern photo booth company as part of the activation. Cutting edge companies have green screen options, 360-degree videos, animated GIFs, and more available.

Amplify Your Reach Outside Your Event

Event activation success increasingly hinges on social media integration. A common strategy is to employ social media walls to display attendee-generated content in real time. This interactive experience not only keeps event guests engaged but effectively becomes a form of social proof, urging others to join the conversation.

Moreover, integrating a social wall into the website or event app can deeply enhance the attendee communication landscape. It transforms their experience by keeping them informed and connected, offering an immersive experience that extends beyond the physical event space.

Encouraging guests to share on platforms like Twitter and Instagram expands brand visibility. A prime example is the Sonic campaign at Coachella, where unique offerings spurred audience posts, magnifying the event’s social imprint.

Make Engagement Fun

Event activation through gamification creates a sense of excitement and competition. By turning event participation into a game with points and rewards, attendees shift from passive onlookers to active participants. This not only enhances engagement but can also be used for lead generation.

Key Gamification Strategies:

• Leaderboards: Implement real-time leaderboards that display attendee scores to invoke a competitive spirit.
• Rewards: Offer tangible rewards that encourage attendees to immerse themselves in the event activities fully.
• Interactive Challenges: Create challenges that integrate with the event theme, keeping participants entertained and invested.

Collaborate with Influencers and Leverage Their Reach

Event activation can hit new heights by partnering with influencers. This approach caters to creating a broad social media reach and harnessing the power of the influencers’ already established audiences. Influencers are great at helping to shape brand awareness, driving lead generation, and helping you to achieve your event marketing goals by using their engaged followers, and existing earned trust, to move your goals forward.

At events, influencers serve as magnets, drawing attention and heightening brand visibility. They enable direct connection to their followers—your targeted audience. This strategy not only amplifies your event activation but it also enhances the event’s credibility.

In addition, opting for influencers in your event activation idea stands out as a cost-effective move. With the potential to unlock greater engagement and drive higher conversions, influencer collaboration often offers a worthy return on investment. By bringing influencers into the fold, events can piggyback on their brand to create a memorable experience that resonates.

Key Influencer Collaboration Benefits:

• Expanded social media reach
• Improved brand awareness
• Increased event credibility
• Enhanced engagement and conversions
• Cost-effective marketing solution (usually)

Create Memorable Experiences

Transform any gathering into a memorable experience through themed events, an event activation strategy that goes beyond mere aesthetics. By weaving together décor, activities, costumes, and a cohesive concept, themed events ignite engagement and interaction, forging a strong community vibe.

Why Themed Events Work

• Engagement: Themed elements encourage active participation.
• Connection: Attendees bond over shared experiences.
• Uniqueness: Stand out by offering something novel and unforgettable.

Types of Themed Event Activations

• Start-Up Pitch Competitions
• Industry Conferences
• Leadership Seminars
• Networking Events
• Workshops

The 4YFN, as a side-event to MWC, exemplifies the powerful impact of themed event activations and it garners global recognition as one of the premier start-up showcases. Many other large events, in addition to MWC, like the RSA Conference, CES, and Web Summit allow for themed event activations around their event, too.

Implementing your activation as a themed event (even if it isn’t a side event), will help to ensure your attendees will talk about it long after it ends. By making it a themed event, not only do you create an immersive experience but you also foster an environment ripe for experiential marketing success.

Immersive Workshops to Educate and Engage

Event activations centered around immersive workshops or breakout sessions present a unique opportunity for brands to deeply engage with their audience. These hands-on workshops help to create personal connections, product or brand knowledge, and brand loyalty, and are a great event activation idea for more technical brands.

By weaving interactive experiences into workshops, such as live demos or customized products, brands can highlight their distinct selling propositions. Attendees don’t just hear about products or services; they see them in action and understand their value firsthand.

Moreover, these event activations transform ordinary one-way sessions into interactive experiences. Depending on your brand and its goals, the inclusion of advanced audio/visual technology can amplify the experiential event marketing approach and create a memorable experience that guests are eager to share, especially on social media walls.

Interactive Installations to Attract Attention

Event Activations thrive on audience engagement, and interactive installations are the cornerstone of this strategy. Dynamic 3D screens invite attendees to dive into a visually stimulative environment, vastly improving engagement and leaving a long-lasting impression of your brand. Imagine screens that respond to the movements or choices of participants, creating a memorable interactive experience.

VR and AR stations exemplify another innovative event activation idea, allowing attendees to enter a virtual world that tells your brand’s story in a profoundly personal way. This tactile connection solidifies the relationship between the brand and its audience.

At Everwall we once helped to build an interactive installation with Microsoft using their Kinect accessory for Xbox and a custom social wall that allowed people to walk up to a literal wall and push and move messages around that were projected onto the wall. The guests had a blast sending Tweets, and then playing with them on the wall.

Notably, photo booths have also proven their worth in event marketing activations by delivering delightful interactivity that drives social shareability. These photo booths often become the epicenter for social media posts, extending the event’s footprint online with a branded hashtag or custom frames.

VIP Access to Create Exclusivity

Crafting an event activation that exudes exclusivity can significantly heighten attendee engagement and overall event appeal. By offering VIP access, events can create a distinct allure that resonates with attendees seeking a prestigious experience.

An event activation idea that consistently proves effective is the establishment of a VIP lounge or dedicated areas. These exclusive event areas not only make attendees feel special but also drive interest and enhance the event’s perceived value.

Further tailoring the VIP experience to align with guests’ interests adds another layer of attraction. For instance, a private meet-and-greet with athletes for sports enthusiasts or guided winery tours for wine connoisseurs can transmit a memorable experience that deepens the connection between the VIP attendees and the brand.

By providing these unique activation ideas, an event positions itself as not just another entry in the calendar but as a standout occasion that invites higher engagement from both attendees and sponsors.

On-Site Contests that Encourage Participation

Event activations thrive on attendee engagement, and nothing sparks participation quite like on-site contests. Contests can transform passive observers into active participants that create a memorable experience for all involved.

Imagine the buzz generated by a “Snap and Win” selfie contest. Participants are enticed into posting about your event because the “simple” act of snapping a photo can lead to prizes. This not only elevates the fun factor but embeds your brand within countless social media shares.

Another event activation idea related to contests are live polls, which can infuse sessions with energy as the event-goer sees in real-time if the item they voted for ends up winning. As they become part of the narrative by contributing their voice and opinions, it also reinforces the inclusivity of the event in their mind, and hopefully some audience insight for you.

The type of contest you do will also determine the outcome, for example, below are several event contest ideas and the likely outcome for the people that participate:

Multi-Sensory Experiences that Engage the Senses

Delivering a memorable event activation hinges on stimulating all five senses. When attendees are completely immersed, an ordinary event transforms into an extraordinary experience. Moxy’s event activation tapped into this by dishing out freshly baked pizzas with tempting aromas accompanied by a dynamic audio-visual backdrop.

Similarly, Cadbury’s event activation idea took an innovative turn with bubble wrap floors, adding a tangible sensation to mimic the gratifying texture of their confections. The simple act of popping invoked a playful, interactive experience synonymous with their brand’s delight.

By integrating hands-on workshops, brands can craft an environment that resonates with their audience’s senses and deepens engagement. Strategic event activations not only draw guests in but also intensify interaction with the brand through a shared, immersive experience. Remember, an event that appeals to each sense is not only more enjoyable but also more likely to leave a lasting, memorable impression.

Event Merchandise to Keep Your Brand Top-of-Mind

Event activations thrive on creating memorable experiences that engrain the brand into the attendee’s minds. One such tool is branded merchandise, an essential part in cultivating brand recognition. When planning an event activation, it is key to consider the impact of the giveaways.

To ensure your swag captures attention effectively, it needs to convey a message that attendees can connect with, creating a more personal relationship with the brand. The quality of these items is paramount; high-caliber goods not only appeal more to the receivers but also mirror the professionalism and standards of your brand.

Before selecting your swag, define the objectives. What message should the merchandise carry? What action do you want to prompt? Answering these questions will guide your choices and result in a cohesive event activation strategy and will help keep your brand top-of-mind long after the event concludes.

Photo Opportunities to Encourage Sharing

One of the most engaging event activation ideas comes through interactive photo booths. By transforming the typical photo experience into a dynamic activity, guests at corporate events or trade shows can take pleasure in capturing their moments. Modern internet connected photo booths foster increased engagement and ensure a seamless social sharing experience, allowing attendees to instantly disseminate their pictures and videos across their networks.

Photo booths can also integrate with social media walls. By doing so, the content showcased that has been crafted by the attendees themselves builds on the immersive experience while propelling brand visibility to new heights.

Brand activation ideas that forge a memorable experience can borrow a page from American Express’s playbook. Their photo lab experience at festivals paved the way for nostalgia-infused vintage-style photos, turned into social media fodder, blending the past with the contemporary digital world.

Lastly, creating tailored Snapchat geofilters or lenses represents an experiential marketing tactic that not only prompts social sharing but also solidifies brand recognition and engagement. Such customization adds a distinctly personal touch to an interactive experience, placing your brand at the fingertips—and in the memories—of the attendees.

Networking Lounges to Foster Connections

Networking lounges are becoming essential components at industry events, serving as vibrant spaces designed for guests to forge new connections with mentors, investors, and peers. These lounges provide a relaxed atmosphere distinct from formal sessions, encouraging open dialogue and meaningful exchanges among attendees. With comfortable seating and refreshments, they invite conversations that might otherwise feel out of reach in traditional settings.

Networking lounges should be tailored to fit the uniqueness of each event and can be more than just a place designated to mingle, they can also be a place for discussion panels, Q&A sessions, and informal workshops.

Keep in mind, more than just providing a venue for casual chats, networking lounges can also play a key role in connecting attendees to potential future partnerships and collaborations that extend far beyond the event itself. That connection you helped to spark into existence can cement your brand into peoples memory forever.

Post-Event Engagement that Maintains the Momentum

When planning an event activation, the goal is to create a memorable experience that extends beyond the actual event. Post-event engagement is crucial in maintaining the momentum and fostering strong emotional connections, which can translate into a significant sales growth advantage. Consider these activation ideas to keep your audience engaged:

1. Interactive Feedback Stations: Set up interactive kiosks where attendees can leave real-time feedback about the event. This not only offers valuable insights but keeps the conversation going.
2. Social Media Wall: Encourage social sharing by displaying a live social media wall at your event. Later, highlight the best social media content in a follow-up campaign to relive the experience.
3. Gamification: Implement games that attendees can participate in after the event, offering prizes that remind them of the brand’s value.
4. Content Series: Release a series of post-event content, like videos or articles, that dive deeper into the topics covered, keeping the dialogue alive.

By using the content created during the event through clever post-event activation ideas you can maximize the content that was created well into the future.

Did you just skim through everything? Here’s the TLDR version:

In no particular order…

Interactive Experiences

• Gamification: Incorporate game elements like challenges, rewards, and leaderboards to create a fun and competitive atmosphere.
• Virtual Reality (VR) and Augmented Reality (AR): Immerse attendees in virtual worlds or enhance their real-world experience with AR overlays.
• Interactive Installations: Create eye-catching and interactive displays that encourage exploration and sharing on social media.
• Photo Booths: Offer branded photo booths with props and backdrops to capture memorable moments and generate user-generated content.

Social Media Integration

• Live Social Media Walls: Display real-time social media posts using a branded hashtag to create a sense of community and excitement.
• Social Media Contests: Encourage participation and sharing by running contests with engaging prompts and attractive prizes.
• Influencer Partnerships: Collaborate with influencers to create buzz and reach a wider audience.
• Social Media Check-in Challenges: Incentivize attendees to check in on social media with exclusive offers or rewards.

Experiential Marketing

• Pop-up Shops or Experiences: Create temporary, immersive environments that offer unique products or services.
• Product Demonstrations: Showcase product features and benefits through interactive demonstrations.
• Sampling and Tastings: Engage attendees’ senses with delicious food or beverage samples.
• Workshops and Masterclasses: Offer educational and hands-on experiences to build brand authority.

Technology Integrations

• Event Apps: Provide attendees with essential information, interactive features, and networking opportunities through a dedicated app.
• QR Codes: Use QR codes to access exclusive content, participate in surveys, or redeem offers.
• Interactive Kiosks: Offer self-service options for product information, registration, or lead capture.
• Live Streaming: Expand your reach by live streaming key event moments or sessions.

Networking and Engagement

• Speed Networking: Facilitate efficient and effective networking through structured one-on-one interactions.
• Mentorship Programs: Connect attendees with industry experts for personalized guidance and advice.
• Panel Discussions: Host engaging conversations with thought leaders on relevant topics.
• Networking Lounges: Create dedicated spaces for attendees to relax, connect, and build relationships.