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

Activation

February 27, 2019
The event featured yellow candy machines that dispensed conversation starters for guests.
The event featured yellow candy machines that dispensed conversation starters for guests.
Photo: Sarjoun Faour
For W Hotels “Color Boldly,” BMF built an all-white room that served as a blank canvas. The room’s centerpiece presented six paint colors that corresponded to six W experiences, which were described on labels.
For W Hotels “Color Boldly,” BMF built an all-white room that served as a blank canvas. The room’s centerpiece presented six paint colors that corresponded to six W experiences, which were described on labels.
Photo: Courtesy of Marriott
Charity:Water's Charity: Ball
Charity:Water's Charity: Ball

"The LED Halo screen at Charity: Water's fund-raiser in San Francisco was unlike anything I've ever seen. It was custom-fabricated for the event to immerse 522 dinner guests into the daily life of residents of Ethiopia who need clean water. The 'halo' consisted of 40,000 pounds of LED wall, truss, lighting, audio equipment, and cables. The LED wall was provided by Global Trend Productions; working with Trademark Event Production, they designed a way to hang this circular wall using the frames of the LED tiles. The second, third, fourth, and fifth layers of LED tile were hung from custom-machined L-brackets to lighten the load. Elle Chan from Trademark said that they couldn't have built such a big wall without the custom fabrication. Throughout the event, the Halo displayed a 360-degree view of the daily walk that one resident of Ethiopia takes to procure water, plus live totalizers of the amount raised at the gala. (The totalizer was powered through an app custom-made for the event by All of It Now.)" —Robyn Hagan Cain, San Francisco contributing editor 

Photo: Claudine Gosset
Lacoste provided colorful beach towels for guests who tweeted about the event.
Lacoste provided colorful beach towels for guests who tweeted about the event.
Photo: D. Channing Muller for BizBash
Latest in Experiential Marketing, Activations & Sponsorships
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
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Bartenders at the basement speakeasy served custom Grey Goose vodka martinis, inviting guests to choose bitters and garnishes.
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The seventh edition of the conference took over Montréal's Arsenal venue May 23 to 25. An outdoor space, known as the C2 Village, included a tiki bar in a casual atmosphere that encouraged guests to mingle. C2 sponsors had their own lounges in numbered shipping containers. Guests could also mingle on the C2 Melbourne dock, a nod to the conference's expansion to Australia. Presentations were held in the Cirque du Soleil 360 Big Top pop-up circus tent, which debuted last year.
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See Inside This High-Tech, Multisensory Experience from Don Julio
Part guided tasting, part interactive art experience, the latest activation from the spirits brand immersed guests into the culture of the popular tequila.
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
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This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
Walmart and Apartment Therapy teamed up to celebrate the Becky G & Alejandra home collection—while also spotlighting the often-overlooked personal milestones of Latina creators.
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The annual music festival featured sponsorship firsts and lots of colorful experiences from brands like Kiehl's, 7-Eleven, and Coca-Cola.
It included an iconic cassette tape photo backdrop.
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From prebiotic soda to laundry appliances, brands are cashing in on the feel-good vibes of coupledom.
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Brands Are Backing Out of This Year's Pride Events—But Some Are Stepping Up
Facing political pressure, some companies are cutting back on public and financial support for LGBTQIA+ events, while others remain strong.
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Here’s a look at some steal-worthy ideas we spotted in May 2025.
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See How Keebler (And Its Elves) Created Some Experiential Marketing Magic
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Netflix Rebuilds a Bookstore for 'YOU' Fan Experience—See Inside Joe Goldberg's Twisted Reality
The streaming service tapped longtime agency partner Invisible North to transform a blank-canvas venue in New York into Mooney’s Bookstore—creepy cage and all.
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Get a Peek Inside These Star-Studded Beauty Events
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