Top 10 Brand Activations of 2025 So Far

2025 - A Great Year for Brand Activations & Event Design

As we progress through 2025, the landscape of brand activations is proving to be more dynamic and inventive than ever. Companies are increasingly embracing the potential of event fabrication and experiential marketing to create unforgettable interactions with their audiences. This year has seen a variety of imaginative projects that go beyond traditional marketing, offering consumers unique experiences that resonate on a personal level. From innovative pop-up stores to immersive thematic environments, these activations are setting new standards for how brands can connect with people. The following list highlights the most remarkable brand activations of the year, showcasing the ingenuity and creativity that are driving the industry forward.

At SXSW, the Criterion Collection introduced an inventive concept with its Mobile Film Closet. Transforming an ordinary white van into a mobile film archive, Criterion allowed fans to browse a curated selection of DVDs and even create short films with their favorites. This tactile and nostalgic approach captivated film enthusiasts, drawing lines that formed hours before opening. By tapping into the enduring allure of physical media, Criterion effectively redefined brand engagement. The activation's simplicity and ingenuity resonated deeply, highlighting the emotional connection people have with film culture and physical formats.

FX captivated SXSW attendees with its "Alien: Earth" immersive experience, inviting them to step into a thrilling sci-fi narrative. The event began with participants being scanned for "parasites" before embarking on an interactive mission to investigate a staged spacecraft crash. Committed actors and meticulously designed settings enriched the experience, allowing visitors to feel as though they were part of an unfolding story. This activation showcased the power of detailed, immersive environments in deepening audience engagement. By blending interactive elements with compelling storytelling, FX successfully transported attendees into the "Alien: Earth" universe, demonstrating how brands can create lasting connections through unique and memorable experiences.

M&M’s delighted visitors at the Australian Open with a vibrant pop-up store that perfectly captured the spirit of the event. The store featured an interactive chocolate wall and exclusive tournament-themed chocolates, drawing in over a million tennis fans. This lively environment encouraged attendees to engage with the brand in a fun and memorable way. By integrating interactive elements and limited-edition products, M&M’s effectively elevated its brand presence at the event. The activation highlighted how combining playful experiences with exclusive offerings can enhance consumer interaction, making it a standout example of effective event marketing.

Vita Coco's DIY vending machine appeared in New York City's Washington Square Park, creating a heartfelt brand interaction on Valentine's Day. The vending machine dispensed free Strawberries & Crème coconut water treats, inviting passersby to partake in a simple yet memorable experience. This initiative stood out by focusing on genuine community engagement rather than relying on influencers or social media buzz. The DIY vending machine approach encouraged organic interactions, allowing Vita Coco to connect with consumers in a meaningful and direct manner. The activation highlighted the potential of grassroots marketing efforts in generating authentic brand loyalty and elevating the consumer experience. By offering a delightful treat in a public space, Vita Coco effectively integrated their product into everyday moments, demonstrating the power of accessible and community-focused brand activations.

At the When We Were Young Festival in Las Vegas this year, 7-Eleven plans to put up an engaging branded "hangout" area at the Las Vegas Festival Grounds among music festivals slated for late this year. By offering free Slurpees and decking out the space with themed decor, 7-Eleven plans to provide festival-goers with a fun and refreshing break from the high-energy event. This activation is set to perfectly capture the laid-back and nostalgic vibe of the festival, resonating with the pop-punk audience. Attendees will have the opportunity to relax and enjoy a signature treat. This approach effectively leverages the event to create meaningful and lasting connections with attendees, and we're excited to see it come to life this October.

Aveeno’s Oat Oasis Café at SXSW provided a sanctuary for festival-goers amid the bustling activities. This thoughtfully designed pop-up café offered oat lattes branded with Aveeno's logo, inviting attendees to unwind in a cozy and inviting environment. Comfortable seating areas enhanced the café’s relaxing vibe, allowing visitors to take a break and enjoy the moment.

The café also featured samples of Aveeno’s skincare products, seamlessly blending the brand’s focus on natural ingredients with the sensory experience of the café. Attendees had the opportunity to try out these products, making the connection between the calming environment of the café and the soothing properties of Aveeno’s offerings.

The Oat Oasis Café not only provided physical comfort but also reinforced Aveeno’s commitment to wellness and self-care. The tactile experience of enjoying a warm latte and trying out skincare products made the brand’s values tangible and relatable. This activation showcased how an environment that appeals to multiple senses can deepen consumer engagement, creating a lasting impression that goes beyond traditional marketing methods.

Paramount+ took over a multi-floor bar at SXSW, transforming it into an engaging and immersive experience that drew attendees into the world of its diverse TV and movie content. Each floor of The Lodge offered a distinct themed environment, meticulously crafted to reflect different shows and films available on the streaming service. Fans were invited to dress up in costumes, providing ample opportunities for Instagrammable moments and social media sharing.

The journey through The Lodge included rooms dedicated to popular shows, with interactive elements and decor that allowed visitors to feel like they were stepping onto a set. The experience culminated in a rooftop bar inspired by the series "1923," where guests could relax and take in the ambiance of a bygone era while enjoying themed cocktails. This multi-sensory activation was designed not only to entertain but also to deepen the connection between the audience and the content they love.

Paramount+ seamlessly integrated various forms of entertainment, from visual and tactile elements to interactive experiences, ensuring that attendees remained engaged throughout their visit. The attention to detail and commitment to creating an authentic, immersive environment allowed fans to experience the brand in a new and memorable way. By bridging the gap between the digital content on their screens and a physical, interactive setting, Paramount+ showcased its ability to deliver unique and engaging brand experiences that resonate on a personal level.

Lush's collaboration with Change the Ref at SXSW resulted in the thought-provoking “Bloom a New Day” installation, which tackled the critical issue of gun violence. This powerful experience guided visitors through a simulated school environment adorned with impactful visuals designed to provoke deep reflection and spark conversations on the need for gun law reforms. The installation's compelling imagery and emotional narrative resonated strongly with attendees, making a lasting impression.

By incorporating an artistic approach to such a serious topic, Lush managed to create an environment where visitors could engage with the subject matter in a meaningful way. The detailed and evocative design of the installation transformed a pressing social issue into an immersive experience that encouraged participants to consider the real-life implications of gun violence. This activation was not just about raising awareness; it was about fostering a deeper understanding and inspiring action.

In addition to its social message, the installation aligned seamlessly with Lush's brand ethos of advocacy and activism. By highlighting the urgent need for change and using their platform to champion important causes, Lush reinforced its commitment to social responsibility. The collaboration with Change the Ref also emphasized the brand’s dedication to partnering with organizations that share similar values.

Through this innovative and moving activation, Lush demonstrated how brands can leverage their influence to address significant social issues, creating spaces for dialogue and engagement. The “Bloom a New Day” installation stands as a testament to the power of experiential marketing in conveying important messages and connecting with audiences on a profound level.

Pleasing, the brand by Harry Styles, captivated SXSW attendees with its innovative approach to brand engagement. By transforming suites at the Austin Motel into immersive themed spaces, Pleasing created a unique and memorable experience for fans. The "Valet Service Suite" offered exclusive merchandise, while the "Salon Suite" provided nail and fragrance products. Each suite was meticulously designed to reflect the brand's distinct aesthetic, offering a sensory-rich environment that invited guests to explore and interact with the products in a meaningful way. This activation went beyond traditional retail, blending elements of hospitality and experiential design to create a space where fans could connect with the brand on a deeper level. The attention to detail and the seamless integration of product offerings with a thoughtfully crafted environment exemplified the power of experiential marketing in creating lasting consumer relationships.