Experiential activations bring a breath of fresh air to traditional marketing campaigns. These consumer-facing brand activations put the consumer (and their experience) first. The result? You attract new customers and strengthen existing relationships.
We reached out to Macy Pulliam, Owner & Lead Designer of Social Llama Events, an experiential event design and production company, to learn more about experiential marketing. Pulliam tells us, “It’s an opportunity for a brand’s audience to capture organic content and create brand awareness. Although not all companies are hosting these activations, the ones that are, are the ones being remembered. Interactive and experiential moments are easy to capture and even easier to share.”
So in a world of constant marketing saturation, how do you make your experiential activation stand out? Start by hiring an experienced corporate planner and team of vendors, of course. As Pulliam explains, “We focus on creating experiences that are unique and reflective of our clients and their people. Being able to create and customize fabrications with our in-house production team allows us to produce one-of-a-kind experiences. By reinventing the wheel, we are creating moments that are loud and larger than life for each client.”
See how the following brands created successful activations with the help of experienced corporate vendors. You’ll find the best experiential activation ideas — plus how to pull them off. It’s time to surprise and delight your customers.
- Keep Your Product Front & Center
- Embrace a Party Theme
- Welcome Guests With an Immersive Entrance
- Create Connections
- Offer Plenty of Photo Ops
- Stay Relevant With A/V & Technology
- Keep Guests Engaged With Immersive Activities
- Satiate Guests With Creative Catering
- Elevate Your Brand With the Right Entertainment
1. Keep Your Product Front & Center
When it comes to event design, take inspiration from the product itself. Utilize color, texture, and shape to transform your setting into a place that evokes your product at every turn.
New York, NY
B Floral Event Design and Production helped Victoria Secret launch their new fragrance at this luxurious pop-up in New York.
Guests entered the event through a larger-than-life perfume bottle installation. From there, guests had the opportunity to enjoy one immersive experience after another — such as digital photo booths, peony bouquet giveaways, and bottle engravings.
Fall-Inspired Ocean Spray Activation
New York, NY
TYGER Productions transformed the Ocean Spray brand into an immersive dining experience with a canopy of fall foliage and a literal “cranberry bog” filled with nearly a million cranberries.
Great Performances delighted guests at this “Thanksgiving dinner,” which included everything from roast turkey with cranberry honey glaze to fresh cranberry-orange relish.
2. Embrace a Party Theme
A great party theme is the roadmap to a successful event. Your theme will guide you through each step of the planning process, including everything from décor to activities. This “roadmap” results in a cohesive celebration where every detail contributes to the overall experience and vibe.
Make sure to check out trending party themes to inspire your 2023 experiential activations.
Beautyblender’s 80s Disco-Glam Skating Rink
Miami, FL
Daughter of Design ensured that celebrity makeup bloggers and influencers learned about Beautyblender’s new #dewitfortheglow product line — all while having fun.
Shimmering purple uplighting and glittering disco balls evoked Beautyblender’s Electric Violet Swirl. Best of all, guests had the opportunity to don a pair of roller skates and show off their new beauty products while on the move.
PartySlate’s Supermart Experiential Activation
Dallas, TX
Over 300 experienced event professionals and tastemakers joined PartySlate at their supermarket-themed Dallas event. Social Llama Events kept the party on theme with a loading dock photo op and fresh produce station by Vestals Catering. A “pharmacy” station featured custom cocktails, while guests also had the opportunity to design their own bouquet at the flower stand.
3. Welcome Guests With an Immersive Entrance
Set the tone of your immersive activation straight from the start with a branded or themed entrance. An entranceway not only serves as a great photo op, it also signals a shift from the everyday to a new and immersive experience.
Make sure to check out even more entrance and red carpet ideas in PartySlate’s curated corporate idea gallery.
Sephora Times Square Opening
New York, NY
Twenty Three Layers (23 Layers) made sure guests knew that they were in for something special with this branded escalator design.
From there, guests enjoyed colorful backdrops, thoughtful party favors, and custom cocktails. No detail was overlooked, including the kissable red-lip stir sticks and “Blot Lipstick Here” printed napkins.
Mardi Gras-Themed Entire Productions Launch
San Francisco, CA
Balloon Specialties created a “wow” moment as guests entered this Mardi Gras-themed launch.
Entire Productions introduced themselves to the events community with costumed performers, stilt walkers, aerialists, and a riveting musical performance. The visual backdrops were just as memorable with colorful uplighting and vintage street signs pointing the way to Voodoo Cemetery.
4. Create Connections
Attracting new customers is only one step of your marketing flywheel. Utilize an experiential activation to engage your customers. Show how your brand brings people together and improves their everyday lives. By forging these strong connections, you’re on your way to the next step of the flywheel: delight.
Vera Wang Experiential Dinner
New York, NY
PartySlate and YSD Events co-hosted this one-of-a-kind experiential dinner that brought guests together for the unveiling of Vera Wang’s latest Bridal Collection. Two concentric table formations allowed guests to take a seat right at this circular fashion runway.
Of course, models weren’t the only ones to hit the runway. Guests also enjoyed a performance by Grammy-winning trumpeter Spencer Ludwig while they ate sumptuous plated meals by Marcia Selden Catering & Events.
Girl Power Experiential Conference
Los Angeles, CA
Shonda Rhimes and Dove collaborated on this inspiring “Girl Power” activation at City Market Social House. VOX Productions produced this empowering activation where teenage girls from Los Angeles’s inner city came together to discuss self confidence and body-image issues.
A cozy lounge area with thought-provoking signage inspired guests to connect and collaborate in this chic setting. Wolfgang Puck Catering – Los Angeles was also on hand to make sure guests enjoyed a nourishing and elevated meal.
5. Offer Plenty of Photo Ops
Photo ops ensure that your experiential activation continues to reach new customers long after the event ends. Instagram-worthy photo ops lead to increased social sharing. In turn, this social sharing will help you reach new potential consumers (without drawing from your own marketing budget).
See some of our favorite branding moments that also double as perfect photo ops.
Lightricks Track Creator Lounge at VidCon Anaheim
Anaheim, CA
Sterling Engagements turned this Creator Track Lounge into a “creative playground” for content creation. Guests found themselves immersed in rooms that featured neon lighting, a yellow slide, and more.
We especially love the vibrant pink room with cascading rollerskate installations that made for the perfect photo op. Guests were sure to share the pictures on social media within seconds of pulling out their phones.
Immersive Pop-Up for Herbivore’s Cloud Jelly
Los Angeles, CA
Daughter of Design produced this whimsical, experiential pop-up for Herbivore’s Cloud Jelly. A custom stairway led to fluffy pink clouds, creating the perfect photo op that captured the rejuvenating feel of this hydration serum.
We especially love how Daughter of Design shined a light on the serum’s specific ingredients (such as tremella mushrooms) with a walking path through an enchanted mushroom forest.
6. Stay Relevant With the Latest A/V & Technology
A/V & technology is one of a brand’s greatest assets. Utilize the latest technologies to fully immerse your guests at your activation — and increase social sharing, as well.
Pro Tip: Use PartySlate to find an experienced corporate event A/V & Tech team near you.
Dos Equis Pop-Up at Shaky Knees Festival
Atlanta, GA
Visional created “the most interesting bar in the world” for Dos Equis at Shaky Knees Festival. This full bar, surrounded by 360-degree video walls and interactive social media features, ensured that guests posted their experience online and promoted the Dos Equis brand.
Navarre Beach Experiential Activation
Nashville, TN
Nightscape takes immersion to the next level with a customizable event space that boasts 360-degree projection mapping and speakers equipped with spatial audio capabilities.
Navarre Beach encouraged Nashville residents to visit their beautiful locale with projection mapping that transported guests to paddleboarding at the beach — complete with the soothing sounds of the ocean.
7. Keep Guests Engaged With Immersive Activities
Capture the kinesthetic energy of your consumers with engaging activities. Not only do activities draw consumers in and allow them to interact directly with your brand, but they also provide yet another social sharing opportunity.
Find even more corporate event ideas to level up your guest engagement.
Crown Royal HomeGate Experience
Charlotte, NC
Rose Gold Collective partnered with Crown Royal to host key influencers at this custom tailgating pop-up space. Guests enjoyed everything from crafted cocktails to a visit from a former Panther’s player.
Moreover, branded cornhole sets gave influencers the opportunity to participate in games of their very own — all while enjoying a refreshing Crown Royal whiskey.
The Howl Zone Activation by Target
Minneapolis, MN
Push Play worked with Target to engage Minnesota Timberwolf fans at this experiential pop-up. Guests participated in a “howl off” where two fan sections competed to win Target gift cards.
The competition took place in interactive booths that featured gif captures, interactive LED panels, and live feed. Needless to say, Timberwolf fans lined up in droves to participate in this engaging activity.
Star Wars Drive-In Movie Night for Infinity Ward
Los Angeles, CA
Wendy Parker Events produced this Infinity Ward x Star Wars drive-in movie night where guests enjoyed a drive-up step and repeat.
Guests were also able to visit colorful catering stations that doubled as perfect photo ops — as well as enjoy treats delivered right to their vehicles.
8. Satiate Guests With Creative Catering
Immersion involves all of the five senses, including taste. Make sure to hire an experienced corporate caterer to engage your guests’ taste buds.
Cuisine, much like décor, can serve as a blank canvas to reflect your brand and particular experience. Plus, satiated guests are more likely to stay engaged at your experiential activation.
Sistine Chapel, Act of God Party at Festive Hall
Charleston, SC
Guests enjoyed far more than exclusive access to opening night at Michelangelo’s Sistine Chapel: The Exhibition at Festival Hall — thanks to delectable catering options.
Rosemary & Rye Catering gratified guests with fresh pizza and pasta-making stations. Squeeze Cocktails & Beverage Catering made sure guests also found the perfect beverage pairing with Aperol spritzes that also evoked the warm hues of Michelangelo’s masterpiece.
Colorful Activation for Woodbridge Wine Seltzers
New York, NY
Deborah Miller Catering & Events took food pairings to new levels at this colorful launch party for Woodbridge Wine Seltzers. Color-coordinated appetizers matched beverages and décor alike for an activation that celebrated the five senses at every turn.
9. Elevate Your Brand With the Right Entertainment
Engagement (in this case, entertainment) attracts new consumers and drives leads, period. Entertainment acts also serve to surprise and delight already-existing customers with targeted brand engagement.
PartySlate is here to connect you with the best corporate entertainment artists in the industry. Use our curated vendor directory to find a talented entertainment act near you. You can also find some of our favorite corporate entertainment ideas in our image gallery.
Ceci New York x Daphne Newman Launch Party
Palm Beach, FL
Ceci New York hosted a launch party for her new collaboration with Daphne Newman, a renowned bridal fashion designer. The collection, which features prints of lush hand-painted botanicals, made an appearance at every turn.
Even Zanadu Group gave a riveting performance in this beautiful attire — proving that branding and entertainment go hand in hand.
Bacardi Limon Experiential Marketing Tour
National City, CA
Bacardi launched an experiential marketing tour across the United States with the help of CircX, a Miami-based entertainment company. Immersive entertainment acts included costumed performers.
This successful tour reminds us that connecting face-to-face with your consumers (with the help of live entertainment) will drive leads and engagement.
People Also Ask…
What makes an experiential activation different from other corporate events?
Unlike other types of corporate events, activations focus on creating “a memorable brand experience” for their guests.
For Macy Pulliam, Owner & Lead Designer of Social Llama Events, “Experiential activations draw an audience and create buzz around the corporate partner/product that lasts longer than just one night. These activities truly focus and depend on guests’ interactions with the brand!”
Where can I find a venue and vendors for my event?
Use PartySlate’s curated directories to find an experiential venue or experienced team of corporate vendors near you. Utilize the filters to narrow your search by location, service or amenities, and more. Make sure to click into a preferred venue or vendor’s PartySlate profile to see real examples of their work and learn more about their business.
Where can I find more inspiration for my corporate event?
PartySlate is your go-to resource for event inspiration. With PartySlate, you’ll find the latest trends as well as classic ideas that never go out of style. Click below to discover insightful guides and top recommendations:
- 21 Corporate Event Trends Companies Should Know for 2023
- Immersive Product Launch Parties are Marketing Gold — See 11 Brands That Achieved Experiential Success
- PartySlate Hosts 350 Dallas & Houston Event Tastemakers for a Unique Take on Experiential Activations
featured planer
Social Llama Events
We love how this Dallas-based event planner is passionate about every aspect of the event planning process. Social Llama Events brings an experiential or unique aspect to every event they design and produce. photographer: The Brothers Martens