activaciones

December 26, 2017

Mastercard's Masterpass Studio

At Pier 92 events such as the Blue Moon Burger Bash and Rooftop Iron Chef Showdown: Battle Iron Bounty, Mastercard activated a branded recording studio that allowed guests who signed up for Masterpass—the company's digital wallet service—to record a song with a live band. Guests could then take home their song on a custom vinyl record. The studio was produced by Octagon with global events agency First and marketing agency Frukt.

Photo: Brittany Bucceroni/BizBash

SwimMiami Kickoff Reception

At a V.I.P. cocktail party following the show, models lounged in a ball pit as part of a sponsor activation.

Photo: Aaron Davidson/Getty Images for W South Beach Hotel & Residences

At the P.G.A. Show in Florida in 2011, Callaway used dartboard decorations in its putting area, which promoted the brand's new D.A.R.T. putter.

Photo: Brandon Dowling for BizBash

Northern Trust Open and TaylorMade Golf hosted a drive-in movie screening during Oscar week in Los Angeles. But instead of watching from their cars, the crowd of about 400 watched from golf carts.

Photo: Eric Reed/AP Images for TaylorMade

Tide launched a new laundry detergent in 2010 with with a Miami party that included four sports activations, each branded with the new product's logo. At a golf station, logo flags flew over a three-hole putting green.

Photo: D. Channing Muller for BizBash

Carrying through the theme of sport and style, a listening wall was installed, powered by the Spring app. Brand representatives were on hand to explain the experience: a playlist looped in each headphone set, and the beats per minute of each playlist were in direct correlation to the level of activity to provide the ideal music for all levels of workout. A treadmill was also installed for guests to receive a full experience.

Photo: Andrew Federman

The 1,375-square-foot downstairs GQ and Lacoste "Sport Studio" featured private custom morning sport classes led by expert trainers. From basic yoga to surfing lessons, consumers received a branded V.I.P. fitness experience, complete with a gift bag at the end of the class. At night, the basement was transformed into a back-of-house for a nightly happy hour that included an open bar serving custom cocktails.

Photo: Andrew Federman

Attendees received floral takeaways at the end of the day. Other giveaways included sneakers, wireless breast pumps, and kids' lunch items.

Photo: Kara Brodgesell

In Los Angeles in the days before Coachella kicked off, jewelry brand Haute Betts hosted a party with a floral garland-making station, where guests could create their own festival-ready looks—and wear them to contribute an on-brand, boho-chic atmosphere in the party space.

Photo: Vivien Killilea

For a recent press event in Los Angeles, Paul Frank brought Starring Fragrances for a station that offered custom scents as takeaways for guests, based on their personal preferences.

Photo: Jordan Strauss/Invision for Saban Brands/AP Images

Relaxing Hammocks

Bonnaroo attendees could relax in hammocks and enter to win V.I.P. passes in the "Great State Lounge" hosted by State Farm. The insurance company also provided what it called "Bonnaroo Roadside Assistance"—free services such as help with flat tires and dead batteries.

Photo: Erika Goldring

Hand Wipes and Toothpicks

Things tend to get messy at food festivals, tastings, and other events with lots of grub, so Delta provided toothpicks, hand wipes, and mints at the 2010 New York City Wine & Food Festival, a smart way to get the brand in front of attendees.

Photo: Anna Sekula/BizBash

Coachella Valley Music and Arts Festival

A new art piece on the festival grounds called "Mirage," envisioned by festival art curator Paul Clemente and created and executed by experiential design and media company Pearl Media Productions, took the form and architecture of a mid-century Palms Springs mansion, standing at 40 feet tall, 80 feet wide, and 100 feet long. A total of 12 zones of high-tech HD projections made it appear that changing activities were taking place inside the home's rooms and its pool. The project requires 18 gigs of custom content and more than 70 facets of individual video over the course of the six-day festival.

Photo: Alesandra Dubin/BizBash

Visitors were greeted by a sign made of grass spelling out the drink-maker's name.

Photo: Craig Barritt/Getty Images

The focal point of the activation was a giant branded ball pit made to resemble a colorful bowl of cereal. Passersby were encouraged to jump into the pit for a photo op.

Photo: Taylor McIntyre/BizBash