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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Interactive Event Activations

August 16, 2018
HBO's inaugural Insecure Fest took over the Banc of California Stadium, a new 22,000-seat space in Exposition Park that opened in April. The day featured large-scale, colorful signage.
HBO's inaugural Insecure Fest took over the Banc of California Stadium, a new 22,000-seat space in Exposition Park that opened in April. The day featured large-scale, colorful signage.
Photo: Dorothy Hong
Larger-than-life letters spelled out the show name and served as a popular photo op.
Larger-than-life letters spelled out the show name and served as a popular photo op.
Photo: Dorothy Hong
The day featured classic carnival games with cheeky twists, such as 'friend zone'-theme cornhole. There was also larger-than-life Connect 4, Pop-A-Shot basketball, and more.
The day featured classic carnival games with cheeky twists, such as "friend zone"-theme cornhole. There was also larger-than-life Connect 4, Pop-A-Shot basketball, and more.
Photo: Dorothy Hong
Attendees racked up tickets by playing games, which could then be redeemed at a colorful prize booth featuring HBO and Insecure merchandise.
Attendees racked up tickets by playing games, which could then be redeemed at a colorful prize booth featuring HBO and Insecure merchandise.
Photo: Dorothy Hong
Guests could take a turn on a large colorful slide.
Guests could take a turn on a large colorful slide.
Photo: Dorothy Hong
A moonbounce was also on site.
A moonbounce was also on site.
Photo: Dorothy Hong
Stadium vendors offered food and drinks inspired by the show. The different areas had names such as 'Tasty-Like,' and 'Thirsty-Like,' as a reference to season three's episode titles.
Stadium vendors offered food and drinks inspired by the show. The different areas had names such as "Tasty-Like," and "Thirsty-Like," as a reference to season three's episode titles.
Photo: Dorothy Hong
Colorful photo ops were scattered throughout the stadium grounds.
Colorful photo ops were scattered throughout the stadium grounds.
Photo: Dorothy Hong
Another popular photo op was a branded arch at the entrance to the stadium.
Another popular photo op was a branded arch at the entrance to the stadium.
Photo: Dorothy Hong
As the sun started to set, series creator, executive producer, and star Issa Rae introduced the world-premiere screening of the new season's first episode.
As the sun started to set, series creator, executive producer, and star Issa Rae introduced the world-premiere screening of the new season's first episode.
Photo: Dorothy Hong
Guests sat on bleachers for the screening.
Guests sat on bleachers for the screening.
Photo: Dorothy Hong
The end of the night featured a surprise appearance from rapper 2 Chainz, who performed a 30-minute set. Other performers included singer Jorja Smith and rappers Aminé, Rico Nasty, and Saweetie.
The end of the night featured a surprise appearance from rapper 2 Chainz, who performed a 30-minute set. Other performers included singer Jorja Smith and rappers Aminé, Rico Nasty, and Saweetie.
Photo: Dorothy Hong
The Better Skin Company had one of the more memorable booths, featuring a psychedelic painted wall that evoked the brand's Mirakle Cream label. But there was a twist: Male models were painted to match the wall. Guests could pose with the models, creating a unique effect for photos.
The Better Skin Company had one of the more memorable booths, featuring a psychedelic painted wall that evoked the brand's Mirakle Cream label. But there was a twist: Male models were painted to match the wall. Guests could pose with the models, creating a unique effect for photos.
Photo: Zack Whitford/BFA.com
Retailer Sally Beauty had a carnival-theme booth complete with acrobat performers, games, and a miniature Ferris wheel of products. A branded photo backdrop featured illustrated black and white hair with red combs; guests sat in a spinning hoop to get their photos taken. The activation was designed and built by Conversate Collective.
Retailer Sally Beauty had a carnival-theme booth complete with acrobat performers, games, and a miniature Ferris wheel of products. A branded photo backdrop featured illustrated black and white hair with red combs; guests sat in a spinning hoop to get their photos taken. The activation was designed and built by Conversate Collective.
Photo: Zack Whitford/BFA.com
MAC Cosmetics embraced the brand's colorful style with a large, eye-catching booth. Signage and decor promoted how the brand is for all 'races, ages, and genders,' represented by a series of larger-than-life hands of various races holding lipsticks. Attendees could pose with shirtless male models who were covered in colorful paint—one of several Beautycon booths featuring shirtless men.
MAC Cosmetics embraced the brand's colorful style with a large, eye-catching booth. Signage and decor promoted how the brand is for all "races, ages, and genders," represented by a series of larger-than-life hands of various races holding lipsticks. Attendees could pose with shirtless male models who were covered in colorful paint—one of several Beautycon booths featuring shirtless men.
Photo: Zack Whitford/BFA.com
Shhh Silk, which creates silk pillowcases designed for better skin and hair, worked with Balloon Celebrations to create a sleek photo backdrop of silver and white balloons. Extra balloons were on hand for guests to throw in the air, making for memorable photo ops.
Shhh Silk, which creates silk pillowcases designed for better skin and hair, worked with Balloon Celebrations to create a sleek photo backdrop of silver and white balloons. Extra balloons were on hand for guests to throw in the air, making for memorable photo ops.
Photo: Zack Whitford/BFA.com
Target Beauty used swings in its booth, which the brand tapped MKG to design. Oversize paper flowers in shades of orange, yellow, and red filled the area.
Target Beauty used swings in its booth, which the brand tapped MKG to design. Oversize paper flowers in shades of orange, yellow, and red filled the area.
Photo: Jakob Layman
Another area of the Target Beauty booth offered animated gifs; guests posed as flower petals fell around them.
Another area of the Target Beauty booth offered animated gifs; guests posed as flower petals fell around them.
Photo: Jakob Layman
Kiss Cosmetics had a simple but on-theme backdrop for photos, featuring hanging paper lips.
Kiss Cosmetics had a simple but on-theme backdrop for photos, featuring hanging paper lips.
Photo: Claire Hoffman/BizBash
CoverGirl's booth included a photo backdrop made from angled neon lights that changed color.
CoverGirl's booth included a photo backdrop made from angled neon lights that changed color.
Photo: Zack Whitford/BFA.com
Many guests walking around Beautycon sported glittery hair and skin, which they got from Beauty Creations' in-booth Glitter Bar. The booth also featured a photo area with colorful balloons and a lifeguard stand.
Many guests walking around Beautycon sported glittery hair and skin, which they got from Beauty Creations' in-booth Glitter Bar. The booth also featured a photo area with colorful balloons and a lifeguard stand.
Photo: Claire Hoffman/BizBash
Revlon offered a simple photo backdrop made from eyeshadow palettes.
Revlon offered a simple photo backdrop made from eyeshadow palettes.
Photo: Zack Whitford/BFA.com
Aveda promoted its new Cherry Almond shampoo and conditioner with an eye-catching booth featuring a cherry blossom tree. Guests could pose on a swing underneath the tree.
Aveda promoted its new Cherry Almond shampoo and conditioner with an eye-catching booth featuring a cherry blossom tree. Guests could pose on a swing underneath the tree.
Photo: Claire Hoffman/BizBash
Angel Fruity Fair, a new perfume by Mugler, also had a carnival-theme space where guests could pose in a roller coaster car.
Angel Fruity Fair, a new perfume by Mugler, also had a carnival-theme space where guests could pose in a roller coaster car.
Photo: Claire Hoffman/BizBash
When attendees first entered the convention, they were greeted by a larger-than-life DJ booth in the shape of a neon boombox—which also created a memorable backdrop for photos.
When attendees first entered the convention, they were greeted by a larger-than-life DJ booth in the shape of a neon boombox—which also created a memorable backdrop for photos.
Photo: Owen Kolasinski/BFA.com
Beautycon's own displays promoted acceptance and empowerment, with signage about welcoming all races, genders, ages, sexual orientations, and more—'all unicorns,' as organizers worded it. To further that theme, a Beautycon booth featured unicorn sculptures that guests could pose with.
Beautycon's own displays promoted acceptance and empowerment, with signage about welcoming all races, genders, ages, sexual orientations, and more—"all unicorns," as organizers worded it. To further that theme, a Beautycon booth featured unicorn sculptures that guests could pose with.
Photo: Zack Whitford/BFA.com
A colorful backdrop for Rimmel London featured streamers in various shades of red and gold.
A colorful backdrop for Rimmel London featured streamers in various shades of red and gold.
Photo: Claire Hoffman/BizBash
YSL Beauty Festival
YSL Beauty Festival

L'Oreal's YSL Beauty Festival, produced by Enter, kicked off festivities on Thursday night with a performance by Halsey on an elevated stage trimmed with bright LED lights.

Photo: Zachary Patino
YSL Beauty Festival
YSL Beauty Festival

Guests found decorative neon lips throughout the space, including in a standalone rectangular-shaped structure that quickly became one of the more popular photo ops of the evening. 

Photo: Zachary Patino
YSL Beauty Festival
YSL Beauty Festival

Neon signs enticed guests to try out vending machines stocked with YSL beauty products. 

Photo: Zachary Patino
Playboy Social Club
Playboy Social Club

The men's magazine partnered with Zoē Productions and Brand Allies to produce its first Playboy Social club, a two-day event that took over a boutique hotel in Palm Springs with a happy hour on Friday night and a pool party on Saturday. Classic cars from RMD Garage parked on the street extended the retro look and feel of a mirrored step-and-repeat onto city streets.

Photo: Jerritt Clark/Getty Images for Playboy
Playboy Social Club
Playboy Social Club

Hairstylists were on hand to braid guests' hair and weave pom-poms, metallic rings, and other decorative accents into festival-ready hairstyles. 

Photo: Jerritt Clark/Getty Images for Playboy
Playboy Social Club
Playboy Social Club

Guests could pop inside G-Eazy's mobile barbershop—an Airstream parked outside the venue—for a quick grooming session before hitting up Saturday's pool party.

Photo: Jerritt Clark/Getty Images for Playboy
Bootsy Bellows Pool Party Presented by McDonald’s & PacSun
Bootsy Bellows Pool Party Presented by McDonald’s & PacSun

The sixth annual Bootsy Bellows party was produced by the Narrative Group. Guests could pose for a GIF inside a McDonald's vignette designed to look like a dripping ice cream cone. 

Photo: Courtesy of the Narrative Group
Bootsy Bellows Pool Party Presented by McDonald’s & PacSun
Bootsy Bellows Pool Party Presented by McDonald’s & PacSun

In order to pick up a free PacSun denim jacket, guests had to work their way through an activation that featured the clothing company's logo and products worked into photo-friendly backdrops.

Photo: Courtesy of the Narrative Group
Bootsy Bellows Pool Party Presented by McDonald’s & PacSun
Bootsy Bellows Pool Party Presented by McDonald’s & PacSun

Staffers stood behind a brightly colored wall and slid open small panels in order to hand guests McCafé products or McDonald's smoothies. 

Photo: Courtesy of the Narrative Group
The Antarctic Dome Powered By HP
The Antarctic Dome Powered By HP

The eight-minute, 360-degree show was centrally located in an 11,000-square-foot air-conditioned dome on Coachella grounds. The immersive experience was a reimagining of the novella Flatland: A Romance in Many Directions. The show featured a musical score from St. Vincent; art direction from Dev Harlan, Sougwen, and VolvoxLabs; and direction from Meta.is.

Photo: Courtesy of HP
The Levi’s Brand Presents Neon Carnival With Tequila Don Julio
The Levi’s Brand Presents Neon Carnival With Tequila Don Julio

For the ninth iteration of the late-night outdoor dance party and carnival, event producer Brent Bolthouse shook things up by ditching the traditional airport venue in favor of HITS Desert Park. Familiar touches, like the signature Ferris wheel and other carnival-style games, remained firm fixtures. Guests could also get their hair done at a Batiste Dry Shampoo station, or pick up product samples from the beauty brand.

Photo: Cassidy Sparrow/WireImage
The Levi’s Brand Presents Neon Carnival With Tequila Don Julio
The Levi’s Brand Presents Neon Carnival With Tequila Don Julio

The event included visual nods to Don Julio 1942 tequila, which provided bottle service for V.I.P. tables and offered guests specialty Palomas from its Airstream speakeasy.

Photo: Jerod Harris/WireImage
T-Mobile Indio Invasion, Powered by Pandora
T-Mobile Indio Invasion, Powered by Pandora

To encourage guests to engage via social media, Pandora partnered with the Visionary Group to create colorful photo ops at every step of a T-Mobile-sponsored pool party. As soon as guests arrived, they could pose for an arrivals post at a branded entryway featuring faux magenta bougainvillea and white wisteria on a graphic step-and-repeat.

Photo: Anneka Anneka Bunnag for TVG
T-Mobile Indio Invasion, Powered by Pandora
T-Mobile Indio Invasion, Powered by Pandora

Custom ribbon tents stocked with branded pillows and graphic rugs served as seating areas. 

Photo: Anneka Anneka Bunnag for TVG
T-Mobile Indio Invasion, Powered by Pandora
T-Mobile Indio Invasion, Powered by Pandora

In a nod to Gerald—the piñata that event headliner Dillon Francis often features in his social-media streams—event producers created an eight-foot-tall replica of the creature. During Francis's performance, smoke bombs erupted from the structure, releasing mini magenta Geralds. 

Photo: Alison Buck/Getty Images for Pandora
ZOEasis
ZOEasis

For its fourth annual ZOEasis style retreat, the Zoe Report brought a Marrakech theme to life with cozy floor cushions and a striking array of Arabic style lanterns at the Parker Palm Springs. 

Photo: Stefanie Keenan/Getty Images for Rachel Zoe Inc
ZOEasis
ZOEasis

A Souk marketplace featured activations from various brands, including a photo op from Amazon's Echo Look that let guests voice-command the device to snap a picture of them sporting pieces from Rachel Zoe's spring collection. Upon sharing the image and tagging it #EchoLook, participants received the Zoe Report's Box of Style on the spot.

Photo: Stefanie Keenan/Getty Images for Rachel Zoe Inc
Lucky Desert Jam
Lucky Desert Jam

For its second Desert Jam pool party at the Arrive Hotel, the denim brand continued its tradition of customizing Lucky-branded bandanas with guests' names.

Photo: WireImage
Lucky Desert Jam
Lucky Desert Jam

A gallery wall decorated with nods to motorcycle culture, denim, and the West Coast helped to visually evoke the brand's ethos.

Photo: WireImage
The HP Lounge at Coachella
The HP Lounge at Coachella

HP enticed festivalgoers to adopt a hands-on exploration of its products, offering them the opportunity to design a Klean Kanteen water bottle and control the digital blooms hanging from the lounge's ceiling through the use of HP products.

Photo: Courtesy of HP
#RevolveFestival
#RevolveFestival

Online clothing retailer Revolve continued to expand its festival presence, this year hosting an impressive roster of musical acts including Chance the Rapper, Snoop Dogg, SAINt JHN, Rich the Kid, and Saweetie who performed on a stage with a colorful surround. 

Photo: Rose Curiel
#RevolveFestival
#RevolveFestival

A swing carousel provided guests with a bird's-eye view of the Merv Griffin Estate, where the festival was held.

Photo: Rose Curiel
#RevolveFestival
#RevolveFestival

To reach a bar stocked with Moët Ice Imperial and Ice Rosé Champagne, guests had to wind their way through a hedge maze decorated with florals from Venus Et Fleur.

Photo: Rose Curiel
Absolut Open House
Absolut Open House

The vodka brand's activation on the festival grounds—which was produced by MKG—featured a colorful LED dance floor, a rainbow photo op, and a branded bar. The vibrant space was themed "Naturally Proud," which was meant to evoke both the Absolut Lime brand messaging as well as the brand's acceptance of all cultures, races, and sexualities.

Photo: Marissa Joy Photography
American Express Platinum House
American Express Platinum House

The returning American Express Platinum House, exclusive to cardmembers, was held at the Parker Palm Springs and offered food, drinks, swag, live performances, and art installations by Snarkitecture. SoulCycle founding senior master instructor Stacey Griffith taught morning classes that combined high-intensity workouts and musically driven meditation sessions. Later in the afternoon, crystal energy readings and Reiki healing stations continued the wellness offerings.

Photo: Charley Gallay/Getty Images for American Express Platinum
American Express Card Member Club
American Express Card Member Club

Amex also had a presence on the festival fields, where it used R.F.I.D. technology in Coachella wristbands to offer card members access to a tranquil on-site lounge complete with a bar and charging stations, as well as other perks such as a priority lane for Uber pickup, a free Ferris wheel ride, and the chance to have a personal item embroidered.

Photo: Koury Angelo for American Express
Google Pixel 2 Photo Activation
Google Pixel 2 Photo Activation

Google tapped MKG to create photo activations highlighting the tech company's Pixel 2 Smartphone. In a fun twist on photo booths, the creative agency wrapped six of the festival's iconic Ferris wheel pods with an interior graphic to create a fun finish that guests could then snap using the Pixel. A Ferris wheel-adjacent activation provided non-riders with a similar experience. 

Photo: Courtesy of MKG
Republic Records and Dream Hotels Present "The Estate"
Republic Records and Dream Hotels Present 'The Estate'

At a lavish daytime party, guests took turns lounging or jumping on a Dream Hotel bed as they took in performances by Republic Records artists like Martin Solvieg and Phantoms. 

Photo: Michael Kovac/Getty Images for Dream Hotels
Poppy’s BMW i Powered Paradise
Poppy’s BMW i Powered Paradise

The automotive company partnered with experiential marketing firm Mirrored Media for a campaign that saw 15 BMW iFleets wrapped in a colorful custom design created by Portugal the Man's John Gourley. Social-media influencers then drove the iFleets to the festival, sharing their road trip with followers along the way. 

Photo: Mirrored Media/Lingerfree Photography
Poppy’s BMW i Powered Paradise
Poppy’s BMW i Powered Paradise

At a Friday-night party, guests could create a shareable video at an interactive neon photo booth featuring the iFleet wrapped in Gourley's design.  

Photo: Mirrored Media/Lingerfree Photography
W Village Experience at the Safari Camp Grounds
W Village Experience at the Safari Camp Grounds

Marriott gave rewards members the chance to stay at one of four yurts on the festival's campground. A greenery-heavy yurt was meant to evoke the W's Bali hotel, while the others were designed to resemble the chain's Hollywood, Barcelona, and Dubai properties.

Photo: Courtesy of Marriott
Desert Escape for MoviePass and iHeartRadio
Desert Escape for MoviePass and iHeartRadio

JJLA produced a four-day activation that unveiled a new partnership between MoviePass and iHeartRadio. One of the weekend’s events offered a retreat for festivalgoers, with a lawn-garden atmosphere at a property on Lake La Quinta. A vintage Airstream bar served wine and cocktails, and a custom stage floating in the lake saw performances by Big Boi, Spencer Ludwig, and Thomas Jack.

Photo: Courtesy of JJLA
Uber Eats Pop-Up Brunch
Uber Eats Pop-Up Brunch

Uber Eats hosted a “recharging” brunch on Sunday at the Rowan Hotel. Food came from celebrity chef Eric Greenspan, and attendees were treated to mini neck, back, and shoulder massages.

Photo: Courtesy of Uber Eats/Agency Guacamole
Uber Eats Pop-Up Brunch
Uber Eats Pop-Up Brunch

A photo booth captured guests in a slow-motion video as they posed with an oversize Uber Visa card and food-theme pool floaties. 

Photo: Courtesy of Uber Eats/Agency Guacamole
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