Festival season is in full swing and brands are showing up with more creativity and impact than ever before. From immersive experiences to tech-forward activations, here are six ways brands are stealing the spotlight at festivals right now.
Whether you’re planning client activations, pitching concepts, or refreshing your playbook, these ideas showcase what’s working right now and how you can help your clients stand out in the crowd.
1. Immersive micro-environments
Forget the standard booth. Brands are building mini worlds where attendees can step into a fully branded experience think jungle lounges for a rum brand, retro gaming dens for tech launches, or futuristic chill-out pods for wellness companies.
People crave memorable, immersive and personal moments. These spaces spark curiosity and linger in memory and on social feeds.
2. Sustainability-first installation
With sustainability and social responsibility at the top of people’s minds, brands are leaning into activations that give back. Think upcycled art installations, carbon-offsetting or refillable water lounges.
For example, Brita, the water filter company, is partnering with the Lawn Tennis Association this summer, with activations across tennis events such as Queens and Wilmbledon. According to a statement from the LTA, that’ll mean 100,000 fewer bottles of water distributed at the event.
Make sustainability tactile and visible. Attendees want to see the impact they’re making by engaging with you.
3. Interactive tech playground
AR filters, RFID wristbands, and real time social integrations are giving festival-goers a reason to interact beyond the free swag. Some brands are creating gamified journeys where delegates can scan, explore and earn that make every touchpoint part of a story.
These activations also collect valuable data whilst feeling like a game to delegates.
4. On the go experiences
Think outside the tent. Mobile activations like branded golf carts, roving dance crews, or “hydration squads” bring the brand to the crowd. This means no long lines or hard sells required.
You meet people where they are and surprise them in the process.
5. Exclusive access moments
Everyone wants VIP. Brands are offering “unlockable” experiences from hidden speakeasies to secret sound checks, for fans who engage online or complete a digital challenge on-site. The exclusive moments build FOMO, loyalty and hype.
6. Creator first collaborations
Rather than centering the brand, some companies are platforming creators from local chefs and muralists to TikTok stars, letting them design the space or co-host an experience. This adds to that feeling of people wanting more unique and personalised context.
The result? Authenticity and organic content.
If you’re planning a brand presence at a festival, whether it’s music, food, or niche community gatherings, now’s the time to go bold, go mobile, and go meaningful.
