In a nutshell, brand activation is the process of driving consumer actions through interaction and
experiences centered on the brand. It is a new approach towards marketing and is achieved by innovative
concepts like experiential marketing and other activation solutions. Brand activation is a highly effective
marketing paradigm, especially with the younger millennials and Gen Z.
Any campaign, experience, or event that enables a brand to interact directly with the consumer with the
intention of building brand loyalty and a community around the brand’s product and services is considered as
brand activation. BTL marketing activities for brand activations have grown in popularity in response to the
changing attitude towards traditional marketing and the rise of experiential technology.
More and more people are becoming distrustful of the traditional model of advertising, which was based around
highlighting the unique selling points of the product or service. A brand activation agency focuses on
creating a genuine relationship between the brand and the consumer instead of just highlighting the product or
service. This is usually achieved by using experiential technology to create immersive brand experiences for
consumers.
