7 Real Reasons Your Company Needs Experiential Activations & 5 Examples That Worked!

You're wracking your brain trying to figure how to:

1) Turn marketing/office spend into real ROI

2) Engage your employees so they actually come into the office sometimes

3) Ensure your employees care about each other and the company enough to do great work in service of the business.

That's why every company needs to think about itself as a brand - as a personality - and the main question you have to ask is: if my company had a personality as an individual, would I want to hang out with that individual?

If your answer isn't a super fast and emphatic, OF COURSE I WOULD!!! .... then keep reading...

1. Engagement Equals Conversion

In today's saturated market, passivity doesn't convert—participation does. Brand activations, whether public or internal, create opportunities for active engagement. These experiences transform passive observers into active participants, making the brand more memorable and increasing the likelihood of conversion.

Whether it’s a pop-up event in a public space or a unique in-office experience, the key is to get people involved. When customers or employees engage directly with a brand, they develop a deeper connection, which translates into stronger brand loyalty and better ROI.

2. Brand Experience Reflects Brand Personality

Think of your brand as a person at a party—do people want to hang out with them? If your brand isn't doing something interesting, chances are it will be overlooked - by employees too! Brand activations breathe life into a brand, showcasing its personality in a tangible way. Whether your brand is fun, innovative, or reliable, activations allow you to express these traits through curated experiences.

A well-executed activation helps people to feel what your brand stands for, making it more relatable and appealing, whether for employees, partners, or customers.

3. Emotional Connections Drive Brand Loyalty Brand activations are powerful tools for creating emotional connections with employees as well as customers. These experiences are more than just marketing; they evoke feelings and memories that stay with participants long after the event.

When a brand can tap into emotions—whether it’s excitement, joy, or a sense of belonging—it becomes more than just a product or service; it becomes part of the employee or consumer's life. These emotional connections are what drive long-term brand loyalty.

4. Differentiation in a Crowded Market

In a world where consumers are bombarded with advertising messages, standing out is more challenging than ever. Brand activations offer a way to differentiate your brand by providing unique, memorable experiences that cut through the noise. A well-crafted activation not only grabs attention but also communicates your brand’s unique value proposition in a way that’s difficult for competitors to replicate.

5. Employee Engagement as Brand Ambassadorship

Brand activations aren't just for the public—they're also vital for internal brand building. Engaged employees are more likely to become brand ambassadors, spreading the word both online and offline. Activations that focus on employee experience can increase morale, foster a sense of belonging, and create a more cohesive company culture.

When employees are excited about the brand, they naturally carry that enthusiasm into their interactions with customers, further amplifying your brand's reach.

6. Real-Time Feedback and Insights

One of the most valuable aspects of brand activations is the opportunity for real-time feedback. Whether it's gauging immediate reactions during a live event or collecting data from interactive elements, activations provide a wealth of insights into consumer behavior. This feedback is crucial for refining marketing strategies and improving future activations, ensuring that your brand continues to resonate with its audience.

7. Amplification Through Social Sharing

A successful brand activation doesn’t end with the event itself—it extends through the power of social sharing. When people have a memorable experience, they’re likely to share it with their network, whether through social media, word of mouth, or even casual conversations. This organic amplification not only increases brand visibility but also builds credibility, as recommendations from friends and family carry more weight than traditional advertising.

Notable Examples of Brand Activations

1. Nike’s “House of Innovation” - Nike’s "House of Innovation" in New York City is a prime example of how brand activations can create immersive experiences that reflect a brand’s personality. This multi-level store is more than a retail space; it’s an interactive playground where visitors can customize products, test them in real environments, and even participate in sports-related challenges. The space embodies Nike’s commitment to innovation and active lifestyles, making it a must-visit destination for sports enthusiasts and casual shoppers alike.
2. Coca-Cola’s “Share a Coke” Campaign - Coca-Cola’s “Share a Coke” campaign is a classic example of how personalization can drive engagement. The campaign replaced the brand’s iconic logo with popular names, encouraging consumers to find their name or the names of friends and family on bottles. The activation extended to physical kiosks where customers could create custom-labeled bottles, fostering a personal connection with the brand. This activation not only boosted sales but also generated extensive social media sharing, amplifying its reach.
3. Google’s “Google Home Mini Donut Shop” - To promote the Google Home Mini, Google created pop-up "Donut Shops" across the U.S. that offered free donuts and a chance to win a Google Home Mini. The playful experience involved a conveyor belt delivering either a donut or a Google Home Mini, creating an element of surprise and delight. This activation was effective in driving brand awareness and giving consumers a hands-on experience with the product in a fun, memorable way.
4. Volkswagen’s “Fun Theory” Campaign - Volkswagen’s “Fun Theory” campaign used experiential marketing to promote the idea that “fun can change behavior for the better.” One notable activation involved turning a subway staircase into a giant piano, where each step played a different note. The activation encouraged people to take the stairs instead of the escalator, aligning with Volkswagen’s brand values of innovation and environmental consciousness. The campaign went viral, showcasing how creative brand activations can inspire change while promoting a brand.
5. IPaintMyMind’s Art Activations - IPaintMyMind (IPMM) utilizes art activations to engage both customers and employees, creating a unique blend of art, collectibility, and exclusivity that resonates deeply with its audience. Through curated art exhibitions, live art-making events, and exclusive access to limited-edition prints, IPMM turns passive viewers into active participants. These activations not only showcase the work of local and emerging artists but also build a sense of community and belonging among participants. By incorporating elements of exclusivity and collectibility, IPMM ensures that each activation feels special and memorable, fostering a deeper connection with the brand and its mission to make art accessible to all.

In conclusion, brand activations are more than just events—they are essential elements of a comprehensive experiential marketing strategy.

By focusing on engagement, emotional connection, and brand personality, activations can turn passive observers into active participants, driving both short-term conversions and long-term loyalty.

So, ask yourself: does your brand have a personality people want to engage with? If not, it’s time to activate!!!

Learn more about IPMM's corporate art events.