Ten brand activations that are worthy of bookmarking in 2022
Ten of our top influential brand activations to help you get up to speed with the strategies other brands are implementing for their campaigns and their audiences encounters! Read on to find the answers to the question of what constitutes brand activation. Afterwards, explore real brand activation examples from great brands and a few strategies and suggestions you'll need to bookmark.
What is an activation for a brand?
10 bookmark-worthy ideas for your next brand activation
Take a look at these brand activations examples of the in-person and virtual events that marketers have used to successfully build relationships increase engagement and expand the reach of their campaigns. Each idea contains important insights on the occasion or the campaign along with one main message that marketers can steal or use as a starting point to develop their own ideas.
1. Miller Lite's Cantroller Debut at E3
A blue-tooth video game controller stuffed by Miller Lite? Yes, you heard that right. "Cantroller," as it's known "Cantroller" can be described as a very limited edition item of technology in the shape of a Miller Lite can that holds real , authentically brewed beer from the brewing company that is located in Wisconsin.
The Miller Lite brand activation was one of the highlights of their visit to video game trade show giant E3. As one reviewer from PCMag humorously stated: "No, this isn't the best controller. Naturally, it's not an excellent controller. Take a look! [...] It's an awesome controller, since it's so bizarre and distinctive."
Takeaway: Integrating your product into the theme of the event your taking part in (in the case of gaming videos) is a genius strategy.
2. The Google Home's virtual product Showcase
Have you ever wanted to touch one of those shiny new gadgets being shown on TV? It's possible, Google Home Electronics may not yet have Jetson-like experience in shopping yet, but they've come pretty close by launching a virtual brand activation. The viewers can view as the hosts talk about each of their new products in depth. Then, they can select the products that interest them the most right within the video for more details and to buy.
3. Burger King's Partnership with Stevenage FC
If Burger King saw their competitors sponsorship of top soccer club teams in a popular video game for an absurd amount of funds, they saw they had a fantastic possibility in their grasp.
Instead of competing with other companies for the chance to have their logo displayed in the team with the most titles rather, they chose the team with the least wins overall: Stevenage. Doing so let them keep their brand name on a well-known video game, but at only a small fraction of the cost.
The brand also turned it into a social media challenge. If players posted their Burger King logoed Stevenage team via social media, the brand offered football fans free food items such as Chicken Fries as well as Whoppers. Even if you didn't score top marks like the league-winning opponents that Burger King decided against sponsoring however, Burger King still gave players for simply enjoying the game.
The takeaway Zig when everybody else is zags, by identifying missed opportunities for brand or product engagement where others have overlooked.
4. The Lancaster University Welcome Video
Lancaster University knows a thing about engaging recently accepted high school graduates as they begin school this fall. In this interactive video it outlines all the information students need to be aware of based upon their specific situation. Viewers can click on buttons that read "I am a distant learner", "I will live on campus" and "I am planning to visit campus" to be sent directly to the relevant info in the video.
Summary: The experience of the customer does not end once they have made the purchase. It's why it's vital for event managers to think about how they'll continue to engage the audience with informative solutions-oriented content such as this.
5. Tinder's"Chose Your Own Adventure" Matchmaking Film
In October of 2019, the dating app Tinder partnered with a moviemaking studio to create Swipe Night, a quirky choose-your-own-adventure web series that aimed to bring interactive entertainment to the platform.
The show, described as a first-of-its-kind drama, follows the characters throughout the motions of the final night, through a series of short videos lasting five minutes. The participants encountered various questions that tested their values and guided the characters to unique plot events based on their choices. For example, when catastrophe strikes, players were asked if they'd rather be able to save the disgruntled person who they had briefly spoken to during a home party or the host's cute pet.
The choices viewers made at those crucial times had an enormous impact on the story's trajectory. They also had to be tied to their dating profiles which meant that those who chose Fluffy over another could bond over their decision.
The takeaway In addition to the fact that this unique brand activation model has helped Tinder stand out amongst a sea of otherwise like-minded dating apps, it just proves that users are drawn to stories that they can interact with.
6. the National Geographic's Visit Maine Campaign
National Geographic set out to prove, in magnificent detail the reason why Maine is a must on anyone's travel list by launching an engaging campaign for their brand. Through their film, the brand showcased jaw-dropping footage of the state's beauty. Overlays gave viewers the opportunity to interact with the message without needing to leave. Maps, photos, and personal tales from National Geographic's very own Pete Muller rounded out this impressive campaign.
Summary: It was more than just the video itself, this campaign for brand promotion was a collection of extras to entertain that defied audience expectations in both subject matter and format.
7. Ikea's #BuybackFriday event
Black Friday is associated with purchasing things and spending money but not earning money or selling them. And that is exactly the reason why Ikea's branding activation proved to be a big hit. While others were camping out for televisions, Ikea customers were selling back thousands of their older furniture items to the brand to receive a percentage of their initial sale value.
All types of non-upholstered furniture, such as tables, chairs as well as bookcases, are eligible for return to Ikea when you submit with a return request. Ikea also developed the buy-back program that allows users to determine the value of their used items prior to bringing them in. It made it more convenient for their audience but it also made sure that there were fewer greenhouse gases from people that were traveling only for the purpose of attending.
According to Ikea, the used furniture that they bought is now available for sale at a discounted price. Ikea also stated that the items that cannot be used again have been reused. In an environment that is prone to overconsumption, Ikea proved that there are plenty of ways businesses can be environmentally efficient and sustainable simultaneously.
Takeaway: Plan your brand activation that ties your product or service to your fundamental values. Tying it to a unofficial celebration that is in line with the subject matter of your promotion will not hurt.
8. Adobe's Stock Film Festival
Filmmaking is a form of art that demands close interaction with people. Therefore, when the field came to a standstill in the year 2020 Adobe discovered a method for filmmakers to create films without going out and get the footage on their own during the Stock film Festival.
According to their own words "While we continue to adapt to the world that is facing numerous challenges, one thing that remains constant is the potential of creativity. The way we see our creative communities around the world grow and improve their skills is a testament to how their passion adds kindling sparks in the world and inspires discussions."
This is the reason Adobe allowed select filmmakers around the world to create a short film in less than five days by using their software for free. The brand activation that won awards showcased the creatives on what is achievable with Adobe's vast collection of sound, footage and editing tools.
Takeaway: Use your brand activation as a way to let your viewers know a use for your products which they've not ever thought of.
9. Apartment Therapy's Dormtherapy Launch for Target
Brand activations in partnership with other successful brands are some of our favorite instances. We had to include the Apartment Therapy and Target cross-promotional campaign. Using interactive video along with the interior and lifestyle design blog soldified themseles as an active player on the college market with their newly launched Dorm Therapy line.
Click your way through their charming product demonstration video featuring options like "chill with your partner" or "spontaneous party" to inspire you over the many possibilities. When you've finished answering all the prompts in the style of This or That, you can shop your way through a fully decorated room with detail callouts as well as links to the shop and more.
Summary: Emphasize your audience's perspective when you promote your brand's activities in order to make your interaction more relevant and interesting.
10. Zara's Clothing Line Launch Short Film Series
Zara has produced a number of original films with famous filmmakers in the past. However, they've taken it up to a whole new height with their latest film campaign.
One of the numerous short films in the Zara Scenes catalog, " How to get the Key" will take viewers through a young model's attempts in locating the key to unlock the rooftop of LA's well-known Roosevelt Hotel.
What is it that makes this film different from the other films previously seen? The heroine's outfit changes during the course of the story. The concept may be simple, but really quite clever.
The chic black dress to a fashionable winter coat, and finally the presentation of her shimmering cocktail attire, this activation does a great job of showcasing Zara's latest line as well as engaging customers with interactive purchasing.
The audience is expecting costumes change throughout the course of a film. The combination of the expectation of costume changes with a fun story and some unobtrusive advertising is what makes for a winning combination for us.
Summary: Consider which aspects of your brand's activation method naturally align with your brand's message at the beginning.