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Activations

August 7, 2018
The second room features a fog machine that emits pink bubbles, which burst into mist when popped.
The second room features a fog machine that emits pink bubbles, which burst into mist when popped.
Photo: Taylor McIntyre/BizBash
Latest in Experiential Marketing, Activations & Sponsorships
In February, L'Oréal Paris hosted a pop-up event to celebrate the launch of its new Paradise Big Deal Mascara. It featured an immersive billboard activation in Times Square where visitors were able to have their lashes featured. Eight thousand products were distributed and the experience generated 18.6 million instances of the hashtag #bigdealmascara.
Experiential Marketing, Activations & Sponsorships
Top 5 Ways Event Profs Measure the Success of Pop-Up Activations
The screenings were open to the public and targeted toward fans of the show, entertainment influencers, and media known to be part of the Yellowjackets Hive. In total, over 400 tickets were sold across all four cinemas, with nearly 5,000 fans visiting the lobby installations.
Experiential Marketing, Activations & Sponsorships
See Inside These Buzzy ‘Yellowjackets’ Screenings
In the wake of January's devastating wildfires, a portion of proceeds from Natura Bissé's Casa Hollywood event went to local LA-based organizations. 'It was our way of bringing a little radiance back to the city we love,' said the brand's Alejandro Garçon.
Experiential Marketing, Activations & Sponsorships
This Skincare Brand Created an Oasis of Wellness in the Wake of LA's Wildfires
Netflix Bites Vegas is a yearlong spinoff of the streaming platform's Netflix Bites LA, which was a 2023 pop-up focused exclusively on Netflix's culinary programming.
Experiential Marketing, Activations & Sponsorships
Netflix's Tasty New IRL Experience Is Now Open in Las Vegas
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G-Smatt America's G-Glass combines commercial-grade glass with micro-LED lighting and media content. While originally developed for buildings and public spaces, the company has also begun offering the glass for events, both as a branding option and for an interactive activity. Glass can be customized with sponsor logos, advertisements, communication, or graphic art; it can also change shapes depending on attendees moves, creating a fun activity and photo op. Click here to see the glass in action.
Experiential Marketing, Activations & Sponsorships
Tech Summit Activations
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Quiet Events—which provides wireless headphone rentals for silent discos and has offices in Los Angeles, New York, San Francisco, Austin, London, Ottawa, and Tokyo—offered a meeting-friendly idea during the trade show's morning education sessions. Because four workshops were happening simultaneously, with only draping separating them, the headphones were used to ensure audiences could hear the sessions. Speakers spoke into a microphone, which fed directly into the headphones that had been provided for each attendee. The headphones can be customized with company logos, and they work as far away as 1,500 feet from the speaker and have a 12-hour battery life.
Experiential Marketing, Activations & Sponsorships
Activations
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Top 5 Ways Event Profs Measure the Success of Pop-Up Activations
From social media engagement to dwell time, here are some of the key KPIs they track.
In February, L'Oréal Paris hosted a pop-up event to celebrate the launch of its new Paradise Big Deal Mascara. It featured an immersive billboard activation in Times Square where visitors were able to have their lashes featured. Eight thousand products were distributed and the experience generated 18.6 million instances of the hashtag #bigdealmascara.
Experiential Marketing, Activations & Sponsorships
See Inside These Buzzy ‘Yellowjackets’ Screenings
Paramount+ with SHOWTIME hosted advanced showings of the new season with some branded, slightly ghoulish goodies.
The screenings were open to the public and targeted toward fans of the show, entertainment influencers, and media known to be part of the Yellowjackets Hive. In total, over 400 tickets were sold across all four cinemas, with nearly 5,000 fans visiting the lobby installations.
Experiential Marketing, Activations & Sponsorships
This Skincare Brand Created an Oasis of Wellness in the Wake of LA's Wildfires
Natura Bissé's Casa Hollywood activation featured workshops, master classes, and an innovative culinary experience that showcased its skincare—all while helping Angelenos get their glow back.
In the wake of January's devastating wildfires, a portion of proceeds from Natura Bissé's Casa Hollywood event went to local LA-based organizations. 'It was our way of bringing a little radiance back to the city we love,' said the brand's Alejandro Garçon.
Experiential Marketing, Activations & Sponsorships
Netflix's Tasty New IRL Experience Is Now Open in Las Vegas
Netflix adds to its roster of IRL fan experiences with Netflix Bites Vegas, a one-year culinary residency at MGM Grand Hotel & Casino that brings the streaming platform's shows and movies to the table.
Netflix Bites Vegas is a yearlong spinoff of the streaming platform's Netflix Bites LA, which was a 2023 pop-up focused exclusively on Netflix's culinary programming.
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Food Porn: Get a Sneaky Peek Inside CookUnity’s Peep Show Experience
The meal delivery platform hosted a one-day pop-up that highlighted the sensual side of dining.
The one-day event welcomed 283 attendees.
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This Haircare Brand Celebrated Decades of Black Beauty with a Retro-Style Fete
Co-hosted by actress Keke Palmer, the event highlighted Creme of Nature's connection to Chicago’s South Side, where the brand was founded in 1976.
One vignette featured a retro outdoor setting, replete with lawn chairs and a boom box, inspired by Chicago’s South Side in the 1970s.
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Get a Look at the Best Brand Moments From NYFW Fall/Winter 2025
From chip pants to coffee pop-ups, this month’s New York Fashion Week featured clever partnerships, fun parties, and plenty of inspiring designer shows.
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See Inside Welch’s Zero Bodega That Turned Into a Surprise Speakeasy
The food brand launched its new line of drinks with a play on the beloved NYC corner store, along with an unexpected hidden lounge.
The door to the speakeasy resembled a fridge.
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Why Subway Hosted a Fancy Five-Course Meal
The restaurant chain showcased its ingredients in unexpected ways with an immersive dinner experience in NYC.
The event featured a formal dinner setting.
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What’s In and What’s Out for Brand Experiences in 2025
Experiential marketing pros share key best practices—and what to leave behind—for designing successful activations this year.
Last year, CBS invited media, influencers, and fans to experience life as Colter Shaw—the protagonist of the series Tracker—with overnight events at scenic AutoCamp locations. Elevated influencer partnerships can help brands build more loyal communities.
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Snow Business: Top Brand Activations From the 2025 Sundance Film Festival
This year’s parties, panel discussions, and brand activations honored independent filmmaking at the annual tentpole event.
Festivalgoers were able to relax by a fireplace on an outdoor terrace, complete with a cozy heated yurt.
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