Activation season takes off as summer gets into full swing. It’s a great time to get outside and engage new audiences with one’s brand, which is one reason of many why summer is among the best seasons for sponsorship activations.
So, what kinds of attractions got people talking in June? Here’s a complete overview to inspire your ideation, including overviews of why these activations were so effective.
Red Bull Unforeseen: The Wherehouse at Governors Ball
Gov Ball is always a hit attraction, making it a sterling opportunity for brands big and small to show off their activations and attract new audiences. However, since it’s such a massive event, it takes a special kind of activation to stand out.
Red Bull knows exactly what kind of activation is required to generate positive press, as exemplified by its Red Bull Unforeseen: The Wherehouse event.

Why was it called a “Wherehouse,” you’re probably wondering? Well, because it was a hidden party guests had to find. The underground club had an exclusive atmosphere, even though any Gov Ball attendee was allowed in. They just had to find it.
Throughout, Red Bull ingeniously inserted branded micro-engagements. To further incentivize guests to find the event, there was live dancing and DJs as well as a few surprise guests here and there.
So, why does this activation work so well? It comes down to exclusivity. People love anything that makes them feel like a VIP. Even though Red Bull’s activation didn’t limit the attendees, people had to find the party, which drove up the specialness and kept crowds containable.
Expedia at the UEFA Champions League Final
Expedia is one of those companies that needs no introduction. The travel brand teamed up with UEFA for its Champions League Final game in London via a Destination Football activation called Expedia Live.
It was impossible to miss this activation, as it was a bright neon yellow, including the exterior and interior. The combination of pop-ups, out-of-home activations, and editorial guides lit up Trafalgar Square.
Inside, guests could take selfies and group photos in the rows of neon yellow seats complete with faux soccer turf. Joe Cole, a football player, was around to share his most exclusive London travel secrets. Additionally, guests who ventured all the way up found a rooftop studio.
To expand the activation even further, Expedia partnered with local artist Kelly Anna to create one-of-a-kind artwork in the tunnels of the building. The artwork, themed for “Travel the Beautiful Game,” was like a roadmap of locations visited by the UEFA Champions League in the past.
This activation grabbed attention for its bright colors and how it paid heritage to the history of the game, so it was more than just flashy, as any good activation should be.
Rakuten at Governors Ball 2024
Rakuten is another brand that needs no introduction. Its slot at Gov Ball was used creatively, as it debuted the Rakuten R-Cade. Inside the purple tented building, guests could play for branded prizes, launching claw machines to win the big one. And no, these weren’t stuffed animals, but branded goods.
The branding was on point. Everything from the exterior to the claw machines were Rakuten purple. The outside of this activation featured a replica of a New York postcard on the side of the building, a purple and white striped awning, and two large purple Adirondack chairs with Rakuten logos for sitting and taking photos.
Rakuten also sold products at its activation, including all the essentials a festival goer needs. Those who bought something at the Rakuten R-Cade were eligible for VIP upgrades and free premiums, making this shopping trip worthwhile.
People love the chance to win free stuff, and an arcade is a different take on an activation, so it doesn’t surprise me one bit that this activation was jam-packed throughout this year’s Gov Ball.
The Traitors Castle Garden
Los Angeles’ The Grove was the place to be on June 8th. Peacock debuted its Castle Garden activation for its program The Traitors. The event, which only lasted one day, featured several cast members from the show’s second season, but that was only the tip of the iceberg.
There was a snack bar with themed eats from the show, a portrait wall for photo ops, and The Traitor Test, which used a polygraph to determine if guests were faithful or a traitor.
On top of that, there was bingo and trivia, so guests could spend a few hours enjoying this exclusive event. With so much to do, you didn’t even have to be a The Traitors viewer to get excited about the show’s second season.
Liquid I.V. at Governors Ball and Bonnaroo
Gov Ball proudly declared Liquid I.V. its official powdered hydration sponsor this year, so the brand had big shoes to fill. Of course, it came prepared. To drive attention toward its Tear. Pour. Live. More campaign, it created a multi-story activation appropriately named Hydration Heaven.
The bright blue outdoor activation had all the branding guests needed, including water bottles. Gov Ball concertgoers could sample Liquid I.V.’s flavorful samples or enjoy a slushy to cool off.
Governors Ball is just the beginning for Liquid I.V. It also hit up Bonnaroo in June, and in July, it will appear at Lollapalooza.
Part of what works for Liquid I.V.’s simple but effective activation is that it gives people what they want, such as freebies and a way to cool off during a hot summer festival. Sometimes, simplicity wins the day for sponsorship activations.
Dunkin’ at Governors Ball
It ain’t just about donuts anymore! Dunkin’ made an impact at Gov Ball with its House of Dunkin’ activation. In its trademark bright orange and fuchsia branded colors, guests could get free bucket hats as giveaway prizes, sample Munchkins, and try new Dunkin’ iced coffee flavors.

Besides that, there was also a themed photo booth, relaxation areas, and airbrush tattoos. It had a little something for everyone, giving attendees a chance to rest or fuel up for the next act.
Bloomreach Pop-Up
Marketing automation brand Bloomreach created a buzz this June when it partnered with Food Truck Promotions to debut its very own food truck. The SaaS service parked the pop-up food cart in NYC on June 12th, just in time for CommerceNext’s 2024 Growth Show.
The truck’s prime position near the New York Hilton Midtown brought in a lot of foot traffic, as did all the free ice pops. Guests were then invited to continue inside the convention hall to discover more about Bloomreach.
This was a smart activation idea for several reasons. For one, the colorful yellow truck and its primetime parking spot surely got it a lot of attention, especially by busy New York pedestrians. Secondarily, it gave out something everyone needs in the summer (especially in the midst of a heat wave): popsicles!
Bloomreach also made it easy for guests to learn more about its eCommerce services, which wins it brownie points.
Coca-Cola at Governors Ball
Coca-Cola is one of the biggest names on the planet, and its activations are always worth talking about. Take, for example, the return of the Coke AI Studio, which first appeared on festival circuits in 2023.
This year, Coke was back with its Coke Studio again, however this time, it was a little different. Attendees at Gov Ball could refresh themselves and cool down with a Coke Zero Sugar and charge their mobile devices at Coke Studio.
The real star of the show was the option to create a custom music video in the studio. Coke proves that even simple ideas are effective, such as a chance to refresh during a sweaty festival and phone recharging areas, if they’re branded well and made to be fun.
Laneige Pop-Up
How about another food truck? In association with Food Truck Promotions (which had a busy month), Laneige, a Korean makeup and skincare brand, had a pop-up food truck experience on June 8th. Amorepacific was also part of the partnership.
The truck stopped at the Flatiron District in New York for just one day to promote the Watermelon Pop lip mask flavor from Laneige. Besides getting the chance to try the new product, guests could also sample sorbet in watermelon, blueberry, and mango flavors.
All guests received bounce back cards redeemable at the Sephora across the street so they could buy Laneige products. The pop-up brought in over 1,000 people.
And why? Once again, it’s simple and effective, giving people a way to cool off during New York’s sweltering early-June heatwave.
Aperol Spritz Piazza at Governors Ball
A mainstay at Gov Ball, you had to expect the return of Aperol Spritz this year. Its colorful Aperol Spritz Piazza, which is no stranger to this summer festival, came back again, this time with Italian stylings. For example, there were faux orange groves for taking photos and tram cars inspired by what you’d see in Italy.
Besides all-orange everything, there was plenty of Aperol Spritz on hand to enjoy, which created a festive atmosphere.
A brand like Aperol Spritz doesn’t have to try hard to gain much traction at an event like Gov Ball, as it has a long-established record. However, it keeps giving the people what they want, which is why it’s among the most successful activations at this jam-packed festival.

Wrapping Up
I love examining monthly sponsorship activations, as they show you what the potential of the right activations can be in all sorts of scenarios. If you have a summer event coming up of any sort, be it a festival, a sports game, or an expo, I hope you’re ready to employ some great activation ideas per the examples here!
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Chris Baylis is the Founder and Editor-in-Chief of The Sponsorship Collective.
After spending several years in the field as a sponsorship professional and consultant, Chris now spends his time working with clients to help them understand their audiences, build activations that sponsors want, apply market values to their assets and build strategies that drive sales.
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