Brand activations are evolving at high speed! In 2025, it’s not enough to show up – brands have to create experiences that stick in the audience’s memory and heart, truly memorable and engaging activations. Digital remains a powerful tool, but the big trend is clear: face-to-face events that create authentic connections.
We’re going to explore the big bets for next year’s brand activations, with national and international benchmarks . Will you join us?
Immersive experiences and sensoriality – let’s check out all the senses?
If your brand still only communicates through image and sound, you’re missing half the game. Brand activations are turning into multi-sensory experiences, where consumers not only see and hear, but also touch, smell and taste the brand.
Outstanding examples:
- The trend for immersive events has been reinforced in Portugal by festivals such as Lisbon Week, which transformed the city into a living gallery, where art and culture engaged with the participants. A true cultural and artistic journey (Lisbon Week, 2023)!
- Major brands such as Nike have invested in interactive pop-up spaces such as the “House of Innovation” in New York and Paris, where visitors can test products in simulated environments with realistic scenarios (Forbes, 2024).
- Portuguese companies are also beginning to explore this path. A recent example was the activation of the Super Bock Group, which created a sensory bar at NOS Alive, where each beer was paired with specific sounds, lights and temperatures to intensify the experience (Marketeer, 2024).
Creating activations isn’t just about showing off a product – it’s about making your audience feel it!
Experiential events linked to social causes
The public is increasingly aware of the impact of brands on the world. Activations can’t just be “cute” – they have to make sense and generate real impact, and in 2025 the trends reflect this demand.
In the UK, Patagonia has promoted events that combine sustainability and experience, such as outdoor clothes repair workshops (Campaign UK, 2024). In Portugal, Rock in Rio Lisboa has integrated sustainability activations, such as “Rock Your Street”, where brands promote interactive experiences about the circular economy and social responsibility (Meios & Publicidade, 2023).
As well as sustainability, other social causes are gaining ground. LUSH, known for its ethical beauty products, organizes interactive fairs where customers can take part in cruelty-free debates and test products live (The Drum, 2024).
If your activation isn’t authentic, the public will notice. Social responsibility has to be more than a hashtag or a social media post!
Hyper-personalization and data at events
The same events for everyone? Forget it! In 2025, the public wants experiences tailored to their tastes and behaviors – and technology is already making this possible! Collecting and using data to create personalized experiences at events is a growing trend. But how?
Through RFID (Radio Frequency Identification) and NFC (Near Field Communication), participants can interact with specific content, receive recommendations in real time and even get exclusive offers based on their interests (EventMB, 2024).
In Portugal, the Web Summit already uses personalization technology, allowing participants to receive suggestions for talks and networking according to their interests (Expresso, 2024). This type of approach will become increasingly common at corporate events and festivals, where the user experience is placed at the center.
The future of activations is to speak directly to each consumer, without them feeling like just another in the crowd.
The revival of exclusive and secret events – what’s hard to have, is desired!
The exclusivity factor is growing. What is limited, secret and VIP generates desire. Private activations, exclusive events and “secret” experiences are gaining momentum.
And some people have already realized this! In the United States, brands like Tesla hold product launches only for selected customers, creating an effect of scarcity and desire (AdWeek, 2024). In Lisbon, the JNcQUOI Club invests in private events for its members, reinforcing the idea of exclusivity and belonging to a restricted community (Time Out Lisboa, 2023).
This strategy has also been adopted by luxury and technology brands, such as Apple, which holds VIP activations for new products, and Hermès, which promotes private workshops for premium clients (Luxury Society, 2024).
If you want to create hype, tries to offer limited and exclusive experiences. The secret has always been an excellent marketeer!
Offline is still king (but digital isn’t leaving the scene)
Digital continues to complement face-to-face – but the focus of activations is increasingly on the real world. Augmented reality (AR) and live broadcasts are complementing face-to-face events. Brands such as adidas already use AR in stores to allow consumers to virtually try on different products before they buy (Marketing Week, 2024).
In the case of events, festivals such as Primavera Sound have created hybrid activations, allowing participants to use QR Codes scattered around the venue to unlock exclusive content, such as meet & greets or special discounts (Sábado, 2024).
Digital helps, but the authenticity of the live experience is what really creates a connection with the consumer.
In 2025, the public wants to feel, not just see!
Brand activations in 2025 will be defined by immersive experiences, social impact, personalization through technology and exclusivity. In Portugal, this evolution is already underway, with brands increasingly investing in events that create deep emotional connections with consumers.
- The more senses involved, the greater the impact;
- Authenticity is essential – the public can tell if it’s fake and won’t forgive it;
- Exclusivity and personalization are the great differentiators for brands that want to stand out in the market;
- Digital helps, but the physical world is still king!
In 2025, the brands that create real and memorable experiences will be the ones that stick in the minds – and hearts – of consumers. This is Buddy’s advice – well done!