We are all guilty of it. Promoting our own way to help you activate your brand. Brand Activation. But what is it? And why are we are part of the conversation? (You know, photo booth people).
What is Brand Activation?
It’s a marketing term, one that describes a specific kind of brand marketing. Though there are similar terms like brand awareness, brand activation has a specific purpose. Activating extends beyond bringing your brand to the attention of your audience.
Expo MiPyme Digital is the largest tech industry fair in Colombia, bringing together businesses from all around the country, and we were there! The event was organized by ENTER.CO with support from MinTIC (Ministry of Information Technology and Communication). The event brings together businesses every year to educate and demonstrate the latest developments in technology that will help business owners run and grow their companies.
Date: February 10-12, 2017
Venue: Ft. Lauderdale Beach Park
Purpose: Three Day Brand Activation
Swatch hosted the Beach Volleyball Major Series in Ft. Lauderdale Beach Park on February 8-12, 2017, marking the opening of the 2017 FIVB World Tour calendar. Over a 140,000 guests attended the event, enjoying the international tournament on the beautiful Ft. Lauderdale coast. Swatch, the primary sponsor of the event, brought All Access Booth on board for a 3-day Brand Activation campaign to encourage guests to interact with the Swatch brand on site and online.
In the Swatch pop-up tent, the All Access Booth team set up our in-house designed branded Jetson photo booth, ready to get guests pumped for the teams. Props were custom-made for the event on theme with the two major attractions of the weekend: beach and volleyball! Larger-than-life emojis were provided as guests took three photos, creating a GIF to share and photo strip for them to print. Photos were branded with the Swatch Major Series logo for the event.
Photos were emailed to the guests, collecting a database of emails for the client and encouraging social share with an easy photo download to their phone. Social sharing is an important part of a brand activation campaign, as this creates millions of impressions and shares through guests social accounts. Giving guests direct access to the images during the event also encourages them to share while still present, on various platforms and even in the future - #ThrowbackThursday!
Date: January 28th, 2015
Venue: SOHO Beach House
Purpose: Two Day Brand Activation
Bobbi Brown Cosmetics of New York hosted a two day pop up event at the SoHo Beach House on Miami Beach bringing in bloggers, tastemakers, and socialites. Guests were treated to make up makeovers, new products, tips and a meet-and-greet with Bobbi Brown’s Director Of Artistry, Rogelio Reyna, all while enjoying cocktails and ocean views of the Atlantic.
Along with the bubbly, Tara, Ink, which assisted Bobbi Brown in the activation, appointed All Access Booth for guests to smile, print and post images from our in-house designed Jetson photo booth. For our part of the brand activation, we created GIFs and branded prints for guests to take home with them and post to social media, creating a great buzz. We also produced giant-size Bobbi Brown brush and lipstick props for guests to pose with, an idea they continued in other cities.
Our booth encouraged social sharing which was an important part of the brand activation. Printed photos were branded with the Bobbi Brown logo and thank you messages were sent via text to guests including the official hashtag (#BBMakeupLesson) along with their branded-overlay GIF to post.