The event landscape is evolving rapidly, driven by shifting attendee expectations and innovative approaches to activations. At TRADEMARK, we’ve had the opportunity to experience these shifts firsthand, and we’re excited to share our insights into the top three trends that are redefining brand activations, interactions, and impacts in the events space. We’re recognizing trends that achieve brand momentum with community, and technological engagement, unique production, and impactful themes and approaches. These stand out event tactics each provided unique ways to connect, delight, and inspire event attendees.
1. Social Interactions:
Building Community Community-driven event formats are gaining traction as attendees crave environments where they can contribute, connect, and feel part of something bigger. Activations like open discussion panels, live interviews with special guests, and accessible, hands-on workshops are key to nurturing this sense of community. These activations are about low entry barriers—anyone can get involved, share their story, and create meaningful memories.
Skating through life with Coca-Cola at Lollapalooza 2024
The brand fostered a relaxed, fun atmosphere by setting up a roller rink and passing out drinks on trays, Attendees bonded over a shared experience that got folks moving their bodies while hitting that nostalgia button.
Jack Daniel’s karaoke at Lollapalooza 2024
Jack Daniels built an outdoor bar/lounge area with a stage, mic, and karaoke TV. Attendees jumped on stage for spontaneous performances, made all that more entertaining by libations provided by the host. The platform evoked a little vulnerability and a lot of fun. This kind of activation encourages participation and connection among attendees.
2. Transactional Interactions: Exclusive and Luxurious
From VIP lounges to one-on-one consultations, attendees like to feel special and receive individualized attention—like they’re part of an exclusive club. The goal here is to add value by making every attendee feel like a privileged insider.
Liquid Death VIP lounge at Lollapalooza
This exclusive lounge included a photo-op, temporary tattoos, and a special relaxation area. In addition to making music-loving VIP attendees feel extra pampered, it allowed attendees to feel like they were a vital part of Liquid Death’s story and active participants of the brand.
American Express lounge at the US Open
American Express lounge at the US Open
The luxury lounge featured exclusive areas with live entertainment, fun games, and amenities like massages, facials, and skincare consultations. This luxurious setting provided attendees with a relaxing and elevated experience.
3. Technological Magic: Tech Optimism
Technological advances are pushing event engagement boundaries, and in 2024, it was all about being future-forward. Tech-based activations give attendees a glimpse into tomorrow with experiences that excite and inspire. TRADEMARK has been at the forefront of integrating innovative tech—whether it’s through immersive augmented reality experiences, interactive games, or AI-driven personalization.
Plugging into Meta’s VR room at the Cannes Festival
This activation allowed attendees to dive into mixed-reality environments, offering a tailored and opt-in glimpse of what the future could look like.
Kicking Back with Spotify’s AI Driven Listening Pod
Spotify created a bespoke music experience that responded to users’ preferences, showcasing how technology can offer hyper-personalized interactions that make every attendee feel seen on an individual level.
These trends show how community, luxury, and technology are changing event activations. The key to creating memorable experiences lies in blending these elements to connect with attendees on multiple levels—whether it’s making them feel like part of a community, offering exclusive pampering, or showing them a glimpse of the future.
Want more insights like this? Sign up for our newsletter or follow us on social media to stay updated on the latest trends and inspiration for your events.
About the Author
