Here at SEQ, we’re always on the lookout for creativity that raises the bar—and few stages are as exciting (or as competitive) as today’s biggest festivals. From Coachella and CES to SXSW, POSSIBLE, and Cannes Lions, festivals gather the world’s most influential minds, tastemakers, and press—all in one buzzing, high-energy place.
And when you’re one of hundreds of brands trying to make an impression, standing out takes more than just showing up. It takes strategy, guts, and some serious creativity. That’s why our latest Brand Crush isn’t a single campaign—it’s the entire category of festival activations.
We love how brands are thinking beyond traditional sponsorships to create truly memorable moments. Festivals have become launchpads for colorful displays, clever interactive installations, meaningful guest experiences, and thoughtful places to pause from the chaos. Whether it's a product reveal, an immersive lounge, or an experience that turns guests into co-creators, the best festival activations feel less like ads—and more like invitations to connect.
We’ve seen it firsthand at events like Cannes Lions and POSSIBLE, where we’ve personally helped brands bring bold ideas to life. But we’re equally inspired by the work we’ve admired from afar: photo-worthy moments in the desert at Coachella and Stagecoach, pop-up tech demos that turn heads at CES, rooftop takeovers at SXSW, and so much more.
The takeaway? In today’s festival scene, it’s not enough to simply catch attention—you have to earn it.
5 Ways to Make a Splash at a Festival Activation
- Lead with visual impact.
Your design is your first impression—so make it count. Oversized elements, vibrant colors, and unexpected materials can stop people in their tracks, even in a chaotic festival environment. Pinterest nailed this at Coachella 2025 with a collage-like structure full of color and texture, which immediately drew guests in for a closer look.
- Create space for interaction.
Passive displays get passed over. The best activations invite guests to engage, touch, explore, and play. At CES 2025, we were impressed by Abbott’s booth, where interactive games merged fun with education. One standout moment: Abbott Court, a muscle memory game that taught attendees about traumatic brain injuries and how Abbott’s technology supports recovery.
- Offer a moment of respite.
Festivals are thrilling, but can also be physically demanding. A shaded lounge, a cold drink, or a quick refresh can become the highlight of someone’s day. At POSSIBLE 2024, for example, we helped our client GumGum embrace this with a calming activation that included branded, reusable amenity kits filled with essentials like face wipes, sunscreen, and essential oils—everything guests needed to recharge in the Florida heat.
- Tap into the culture of the festival.
Authenticity matters. Align your activation with the tone and audience of the festival to create something that feels native, not forced. We loved how BÉIS (who we’ve been crushing on for a while!) did this at Stagecoach 2025, showing up with a rodeo-inspired setup that played to the country crowd. The best part? Guests could “ride a bull” that was actually a BÉIS roller bag—smart, fun, and totally on-brand.
- Design for social sharing.
Give attendees a moment they want to post. Meta’s beachside setup at Cannes Lions 2023 is a great example: The brand’s Reels SuperStudio encouraged content creation while reinforcing brand messaging. Guests were welcomed by surreal sculpture gardens before stepping into a custom studio designed to inspire creativity—and Reels-ready content.
At Sequence, we truly believe the best activations don’t just show who you are—they show you understand where you are. That’s the magic we chase, and that’s why we’ll always have a crush on brands that know how to meet the moment.
Looking for a partner for your next festival activation? We’ve got you covered.