Used, not only seen
A game in the brand's identity generates real participation. At the end there is a concrete number rather than an impressions estimate.
Sponsor Activations
Sponsor activations
A sponsorship that is only seen is worth less than one that is used
We produce sponsor activations for festivals and large events: branded games, prizes, contact capture and brand spaces integrated into the site's circulation, with data at the end.
Sponsorship has changed considerably in a few years. A brand paying to be at a festival is no longer satisfied with a banner on the stage and a mention in the programme: it wants to know how many people it reached, how many interacted and what it takes away. That shift obliges organisers to offer more than visibility, and that is where activation comes in.
A well-designed activation is a space with its own activity inside the site: a branded game, brand prizes, staff on duty and a mechanic that logs participations. The crowd uses it because they want to, not because it is advertising, and the brand leaves with a concrete number rather than an impressions estimate.
For the organiser, this raises sponsorship value at no additional cost of their own. Selling an active space justifies asking more than for a banner, and it improves the site experience: a well-built sponsor zone is entertainment for the crowd rather than one more sign. The key is integrating it into the circulation, not isolating it in a corner nobody passes.
We handle the complete production: equipment branding, prizes, staff and reporting. We work both for the organiser, who wants to offer activations to their sponsors, and directly for the sponsoring brand, coordinating with the event's production in both cases.
- +150participations per hour
- 100%with data at the end
- 24 hquote turnaround
- 100%customisable equipment
Raises sponsorship value
Selling an active space lets the organiser ask more than for a banner, and it improves the site experience instead of adding one more sign.
Integrated into the circulation
An activation in a corner nobody passes does not work however good it is. We place it on the plan where there is genuine footfall.
How we set it up
We define what the brand wants
Awareness, product trial, contacts or content. Each objective leads to a different mechanic.
We design the activation
Game, branding, prizes, staff and hourly capacity, at a closed price.
We produce and position
Vinyls, screens and prizes, and placement on the plan where footfall is real.
We activate and report
Staff throughout the event and handover of participations, prizes and contacts at the end.
Formats and ideas that work
- Branded game in the sponsor's identity
- Prize wheel loaded with the brand's product
- Challenge with a festival ranking and a final prize
- Sponsor photo wall with digital photo delivery
- Product trial zone with specialist staff
- Sampling combined with an instant-win game
- Virtual reality experience with brand content
- Screen with a scoreboard visible from the main walkway
The mistake of isolating the activation
The costliest failure in a sponsor activation is not production, it is placement. An excellent activation in a corner nobody passes registers half the participations of a mediocre one in the main flow. And yet that is where they usually end up: the best square metres are reserved for stages, bars and entrances.
So we negotiate the placement before producing anything. If the organiser cannot give up a point with real footfall, it is better to reduce the activation's size and put it where it is seen than to produce something large and hide it. Sponsors prefer modest, real numbers to an impeccable investment nobody used.
Frequently asked questions
Do you work for the organiser or the brand?
Both. Sometimes the festival books us to offer activations to its sponsors, and sometimes the brand does directly. In both cases we coordinate with the event's production.
What data does the sponsor receive?
Participations by hour and by day, prizes handed out and contacts captured where the mechanic includes it. It is the information the brand needs to justify the sponsorship internally.
How much space does an activation need?
From four square metres for a staffed wheel to fifty for a full zone. It is decided with the organiser based on what the site can give up and where the footfall is.
How much notice is needed?
Two weeks for an activation with graphic branding. With bespoke digital content or specific production, three to four weeks before the event date.
Can it be repeated at several events?
Yes, and it is the most cost-effective route. Graphic production amortises across the season's events and the equipment is reused with no additional branding cost.