A brand activation is any campaign, event, or experience that enables your brand to engage directly with consumers and build a loyal brand community around your product or service. Activations, often inclusive and interactive, ignite the fire that will light the way for people to find your product and align with your purpose. They require the right strategy, content, and execution.
Before you see these great examples, check out how we transformed Grand Central Station into a celebration of fuzzy ducks for Dawn.
Four successful brand activations are:
“The Wall” – Toyota Rav4
In what would be one of the most unique billboards ever erected in New York City’s Times Square, Toyota built a 100-foot tall, custom-fabricated, 3D rock climbing wall. The purpose? To promote their new RAV4 Hybrid along with the activation tag line, “How far will you take it?” The billboard occupied 1,112 square feet of space, weighed 6,000 pounds, took 2,400 hours to construct, eight days to install, and featured professional rock climbers along with Toyota Rally Car driver, Christina Fate, ascending the rock face to inspire onlookers to embark on their own challenges.
“Rise & Slide” – Lipton Iced Tea
Part of their “Be A Daybreaker” morning events campaign, Lipton turned London’s Kings Cross Station into a giant slip-and-slide. The 100-meter inflatable water slide encouraged commuters and passerbys to take a break from their usual routines and refresh with Lipton. Of course, product samples were given out, and sliders could compete to win tickets to various different events throughout the city.
“Budweiser Beer Garage” – Anheuser-Busch
The South by Southwest Festival is no stranger to brand activations and more and more marketers are turning to virtual reality to make the most of their immersive brand experiences. Beer maker, Anheuser-Busch, transformed Austin’s Ironwood Hall on East Seventh Street into the “Budweiser Beer Garage,” and utilized VR to bring participants on a 4D, immersive tour of their St. Louis brewery. The multi-sensory journey allowed users to see, hear, smell, and taste, how Budweiser is made.
“One Night on iPhone 7” – Apple
On November 5, 2016, photographers spanning 25 countries, all wielding iPhone 7’s, took to capturing life from sunset to sunrise. The worldwide photo activation, an extension of the “Shot on iPhone 6” campaign, intended to demonstrate the low-light capabilities of the camera on Apple’s iPhone 7 and did so in brilliant fashion. From the ice caves of Iceland to Indonesian volcanoes, and the clubs of Johannesburg to rooftops of Shanghai, “One Night on iPhone 7” successfully captures the lights in the night across a connected world and is certainly an effective brand activation for Apple and the iPhone 7.
Activate your brand to activate your audience.
Brand activations are about coming to your audience and letting them know in a memorable way who you are and why they should support you. Ideally, it generates enthusiasm beyond the moment and leads to action on behalf of your consumers. It’s a matter of reaching the right audience in the right moment in a way that speaks to them.
Are you in need of a brand activation? Let’s talk.