Partnering with YouTuber LaurDIY, Starbucks Canada opened a pop up “Sparkle Shop” in a Toronto cafe to promote their new Teavana Sparkling Tea Juices in a unique partnership. In the list below, we’ve compiled a huge range of brands - everything from Adidas to Bobo’s Oat Bars - and sorted them into two categories based on size (established brands and emerging brands).īrand Activations From Your Favorite Household Names: Established Brands

We combed through the web to find records of recent brand activations that are making waves and previous campaigns that continue to make a lasting impact. Bring your brand up to speed by aligning your campaign with current consumer interestsĢ4 All-Star Brand Activation Examples From Our Favorite Brands.

Leverage different types of media to reach unique audiences and tell your story from a variety of angles.

Think of an excuse your consumers might use to assure you they don’t need your product (and break it down).

Use what you already have to your advantage - if you already have a popular slogan, try twisting it into something new and experiential if you have existing competitors, try using your rivalry to gain some positive coverage.

Shake people from the monotonous nature of a working class lifestyle in an original way so that they form a lastinging connection with your campaign and brand.

Enact your brand activation in a setting that makes sense for the product you’re trying to promote.

Use data to get the most out of your campaign - when paired with observational data gathered by your reps when they visit your stores during the activation, sales data can help you to see the direct impact your activation has on consumers’ purchasing habits.

Invoke an emotional response with your campaign to ensure that people walk away having felt something.

Build long-term support for your brand through the activation by connecting with your customers on a deeper level than you would be able to in a traditional setting.

Use your brand activation to boost sales by linking the event directly to a new release or featured item.

We studied 24 of the most effective brand activation campaigns and summed up the most important pointers in this list. Although both of these interpretations are widely cited, in this article we focus on the first (and more traditional) definition.Īlthough many of the examples discussed below are also good examples of experiential and/or guerilla marketing, not all experiential marketing initiatives are forms of brand activation, because not all experiential marketing campaigns push customers to directly interact with the product. For example, if a consumer is physically engaging with a brand in any way, they are engaging in brand activation. In a less traditional sense, some marketers take brand activations to focus more on the activation of the consumer themselves. This type of brand activation puts products in the hands of consumers in an interactive way that, ideally, creates a lasting impression and positive feeling toward the brand overall. In this way, the brand is being physically activated as attention is brought to the campaign in a setting where the product is immediately relevant. Traditionally, brand activation is necessary to get the word out to consumers when a new product is released or to increase awareness surrounding an entire brand. When it boils down to it, the term brand activation can mean two different things, depending on the perspective of the marketer. Having words that mean almost the same thing, depending on their context, can be unnecessarily confusing - especially for brands trying to create a new campaign in one (or all) of those categories. Words like brand activation, guerilla marketing, and experiential marketing get thrown around a lot when a brand uses original and exciting techniques to get its product out into the hands of future super fans, but there's rarely any kind of distinction between these terms. Because each brand has a unique audience and is shooting for individualized goals, personalize your brand activation to reach yours in a creative way. Whether your brand is releasing a new line that could use some extra hype, needs a little TLC to get some more recognition, or is just starting out, a brand activation campaign is a great way to get the ball rolling in the right direction.

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