5 Event Activation Ideas to Engage Your Audience

ITA Group
ITA Group

Event activation experiences get people talking in a way that translates into positive, long-lasting action.

Whether your company is looking to hype a new product or service, get a recognition boost or launch with a flourish, an activation at your event is a great way to get things moving in the right direction. Each brand has a unique audience and is shooting for individualized objectives and goals. That’s why it’s imperative your event activation experience is authentic to hit your objectives in a creative, memorable and immersive way to move your target audience from admirer to advocate.

Here are five ideas to get the activation wheels turning for you:

1. Take a Spin on Traditional Breakouts

Try utilizing 360-degree swivel chairs with satellite stages. You’ll re-capture the audience’s attention every time they spin (literally) to change their perspective. This will encourage face time, collaboration and set the right stage for the participants to be more engaged.

And don’t just change their perspective in terms of their view point—combine this with disruptive content that also make you think differently.

Event keynote speaker using a 360 degree stage

Ideas can soar during sessions held in the SkyLab—where attendees are suspended in midair in a setting that looks like a carnival ride—which debuted during IMEX Frankfurt in Germany. The unique breakout session elevates your audience, literally, suspending people 50 feet in the air and is geared to boost creativity, innovation and attendee engagement. Ideas on the ground are easy, see what comes out when you are put in a more uplifting space.

Event audience experiencing a creative event space

Photo: Sebastien Roy

2. Science Up Your Food & Beverage Stations

Tap into molecular gastronomy to create a one-of-a-kind cocktail experience. Using fire, spherification and different concoctions, create something truly impactful that leaves attendees with a taste experience they won’t soon forget.

Chef at an event with flames in a skillet

Some like it hot, but if something a little cooler aligns with your brand better, experience the taste and theatrics of liquid nitrogen. It’s like getting a delicious dessert with its very own show of magical mist. This modern type of food preparation keeps guests engaged as exciting vapor clouds cover and freeze exquisite appetizers and decadent desserts. Or take it a step further and create a stress-relief station for participant to smash and shatter their frozen creation, Gallagher style.

Chef cracking open fruit with a hammer at an event

Photo: How to Cook That

3. Offer More from Photo Booths

Who doesn’t love a photo booth? From the coin-operated version printing photo strips at your local mall to high-tech green screens, there’s something so fun about grabbing props and jumping in with your friends. But why not go beyond the traditional. Instead of an automated booth, how about a set with a photographer who can turn your portrait into a production?

Woman getting her photo taken in a modern photo booth at an event

Celebrate film, media and music, with a once in a lifetime immersive photo opportunity. From building a custom movie set to 3D photo overlays, GIF creation, 360-degree capturing and laser messaging, create a campaign that attendees can only experience with you. Use motion to capture memories and tell stories that can be uploaded instantly to email, Facebook, Twitter and SMS. Everything looks better in slow motion right? Take it to the next level—capture and turn it in to a 3D GIF. Influencer status here you come.

When it comes to social media, the selfie reigns supreme. But instead of adding another one to your album, how about adding one to your a la carte? Enter the edible selfies. Cookies, macaroons, lattes—anything is possible. FOMO retweets are welcome.

Selffee coffee with a personalized image of the drinker

Photo: Selfee

4. Give Your Swag a Hand—Literally

Now for something completely different, unique and experiential—may we present, the interactive Wall of Hands. Add a sort of Seussical showstopper with a large décor piece where you can hand out swag in a memorable way.

Event attendee recieving a swag bag from an interactive hand wall at an event

The entrance space we designed for our annual meeting presented an interactive wall of hands offering swag. As an incentive to interact with all aspects of the event, guests could be encourage to collect redemption tickets for participating in the various activities and activations around the event, which could be given to the hands in exchange for small prizes.

5. Take Back the Light

Make the audience a part of the show like never before. The LED wristbands can be synchronized with your presentation, to the music, and/or at those big moments to engage the audience from multiple sensory angles. The group experience is intensely enhanced with the light effect, immersing guests into light shows created by the event, connecting people to the show in a way never experienced before.

Light up LED wristband at an event

Audiences are transformed by the group experience when wearing the interactive light-up LED wristbands, joining together as a group in an entirely new way. Conferences, celebrations, parties, meetings—all are reinvented using the new technology that literally puts everyone in sync. From full stadiums to small venues, the effect is powerful in each situation.

Let Your Event Goals Shape Your Activation Ideas

Activations are about coming to your audience and letting them know in a memorable way who you are and why they should support you. Ideally, it generates enthusiasm beyond the moment and leads to action on behalf of your consumers. It’s a matter of reaching the right audience in the right moment in a way that speaks to them.

Because an activation can appear in the form of anything from robots serving drinks to a 15-city Nap Tour, as long as your campaign deals directly with your products and services, and helps you to spread message of your brand in a unique way, the potential for growth is limitless.

Immersive experiences are a great way you can grow your brand. But where do you even start? Learn how to engage today’s customers and keep them coming back for more in our ebook, Growing Your Brand Through Immersive Experiences.

Want to Engage Today's Experience-Minded Customer? Create Something Unforgettable. Download Our Ebook.