WRITTEN BY // JESSICA HEATHCOTE
PUBLISHED: AUGUST 2024
Outdoor brand activations are the perfect blank canvas to create a stand-out display space and connect with your audience. Whether your objective is brand awareness, product sampling or exclusive offers, there are many ways to push the boundaries of creativity and integrate fun and immersive experiences to really make an impact. Let’s dive into some of our favourite international examples and ideas to take away for your next outdoor brand activation or campaign.
1. Airbnb x Polly Pocket Life-Sized Polly Pocket House
Concept
To celebrate Polly Pocket’s 35th anniversary, Airbnb partnered with Mattel to create a life-sized version of Polly Pocket’s iconic compact home, bringing the nostalgia of the 90s toy to life. Located in Littleton, Massachusetts, this unique accommodation featured a two-story, 42-foot-tall pink shell, modelled after the original Polly Pocket toy house. The interior was designed to evoke a sense of 90s charm, complete with Polly’s vanity, retro snacks and gummy-textured outfits.
Why it worked
This outdoor brand activation has effectively leveraged nostalgia marketing, appealing to Millennials and Gen Xers who grew up with Polly Pocket toys. By turning a beloved childhood toy into a tangible, immersive experience, Airbnb not only tapped into the emotional connection that many have with the brand but also created a shareable, Instagram-worthy event that garnered viral media attention and social media buzz. The tie-in with a real-world stay was another brilliant touchpoint that enhanced Airbnb’s brand as one that offers unique and memorable travel experiences, reinforcing their image of making childhood dreams a reality.
Ideas to inspire your next Retro or Nostalgic Inspired Outdoor Brand Activation
PARTNERSHIPS WITH INFLUENCERS
Collaborate with popular influencers who are known for celebrating retro culture. They could host live streams or exclusive tours, further amplifying the reach and engagement of your brand activation.
RETRO GAMING LOUNGE
Create a pop-up gaming lounge filled with popular 90s gaming consoles such as the Nintendo 64, Sega Genesis or original PlayStation. The space could host tournaments or high-score challenges offering an opportunities for your audience to relive classic games from their childhood.
2. American Express at Coachella
Concept
American Express created a winter wonderland-themed VIP Lounge inspired by Reneé Rapp’s Snow Angel album. This exclusive retreat offered cardholders a refreshing oasis in the midst of the festival’s desert setting featuring perks of fast-lane access to merchandise, a fashion boutique, a relaxation corner and complimentary glam services via a “get ready with me” pop-up. Guests could also participate in digital tarot card readings, combining traditional spirituality with modern technology.
Why it worked
This outdoor brand activation succeeded by providing a stark contrast to the typical Coachella environment, creating a unique and memorable experience. The winter wonderland theme offered a welcomed escape from the heat, making the VIP lounge a desirable destination. The exclusivity of the lounge, accessible only to American Express cardholders, also reinforced the brand’s premium image and created a sense of privilege and luxury. The incorporation of modern, interactive elements like digital tarot readings further added a layer of personalisation, catering to festival-goers’ desire for unique, shareable moments.
Ideas for Your Next Wellness or Seasonal Themed Outdoor Brand Activation
THEMED WELNESS ACTIVITIES
Offer relaxation activities such as yoga or meditation sessions that align with your chosen wellness theme. Collaborate with spa services, offer product sampling or invite celebrity trainers to complete your themed branded environment.
Gourmet Treats and Beverages
Feature a themed menu to align with your campaign objectives. This could include collaborations with top restaurants, celebrity chefs or complimentary market leading brands to offer a multi-sensory experience. For example, winter-themed food and beverages could include hot chocolate bars with customisable toppings, build-your-own s’mores or snow cone stations.
3. Sharpie x Paper Mate at SXSW
Concept
Sharpie and Paper Mate teamed up for a vibrant, creative activation that highlighted both brands’ focus on self-expression and innovation. The activation was designed as an interactive creativity hub, featuring distinct spaces for each brand. The brand activation was to highlight the launch of two key writing innovations – the Sharpie Creative Marker and the Paper Mate InkJoy Gel Bright Pen. Both products offered vibrant new colours that stood out on the page without any bleed-through as well as writing on both light and dark paper, truly setting these collections apart from other products in the market.
Why it worked
These innovations addressed a common issue faced by users particularly among Gen Z and Millennials who value creative hobbies. Sharpie’s activation worked by immersing attendees in the creative process, allowing them to see and experience the impact of Sharpie products in a large-scale, visually striking context. The interactive mural and graffiti wall provided a dynamic, participatory experience that reinforced Sharpie’s brand identity as a tool for creative expression and community collaboration.
On the flip-side, Paper Mate featured interactive stations where attendees could try out Paper Mate pens and pencils on giant colouring books and doodle walls. Dubbed the “Creativity Lab”, this space included challenges and contests where participants could design patterns or solve puzzles using Paper Mate products.
Ideas for Your Next Joint Outdoor Brand Activation
Exclusive Co-Branded Merchandise
Launch special, limited-edition products that showcase a blend of both brands’ identities. This could involve creating unique, themed items such as co-branded accessories, special edition products or collaborative collections that highlight distinctive features from each brand.
Social Media Integration
Create interactive social media campaigns that encourage attendees to share their experiences with both brands. This could include photo contests or hashtag campaigns that feature user-generated content from the brand activation.
4. Heineken House at Coachella
Concept
Designed as a vibrant, futuristic experience with an urban garden theme, Heineken House was a hub of innovation. The outdoor brand activation featured a colourful chill-zone, lush greenery, swing-seat photo opportunities, augmented reality photo booths and gamified beer tastings. The space was designed to offer a unique blend of relaxation and excitement, with modern art installations and high-tech elements to create an engaging atmosphere for festival-goers.
Why it worked
The outdoor activation was an impressive blend of futuristic design with interactive technology. The urban garden theme provided a visually appealing contrast to the festival’s desert setting, making Heineken House a refreshing and Instagram-worthy destination. The combination of live entertainment, interactive elements and themed decor also enhanced the overall festival experience, reinforcing Heineken’s association with fun and innovative social gatherings.
Ideas to Inspire your Next Innovative Outdoor Brand Activation
PROJECTION MAPPING
Use projection mapping to create dynamic visuals on walls, floors, or ceilings that will transform your brand activation with animated content.eme.
Touchscreens and Digital Walls
Integrate touchscreens or digital walls that allow attendees to engage with your brand through custom experiences, interactive games or personalised content.
Futuristic Design Elements
Use cutting-edge design elements such as holographic displays or LED light installations to create a visually striking environment that aligns with your futuristic theme.
Ultimately, to create an amazing outdoor brand activation you need more than just a great idea, you also need a perfect partner who has the expertise to bring the idea to life. At DisplayWise, we specialise in crafting custom displays that turn concepts into reality. We strive to think outside the box and create displays that facilitate truly memorable experiences through authentic storytelling, exceptional design and superior quality. Ready to make your next activation unforgettable? Contact the DisplayWise team today and let’s turn your boldest ideas into a tangible reality.
