When Giveaways Have Lost their Swag

At NURA, we believe that brand activations should do more than just capture attention—they should amplify impact for companies who do good. When done right, activations create real connections, driving meaningful engagement that extends far beyond the event itself.

A perfect example? The Corona x Duolingo interactive vending machine. In 2021, to promote Corona’s new Limonada beverage, the brand partnered with Duolingo to create an activation that was both engaging and purposeful. Instead of handing out drinks for free, attendees had to successfully pronounce a Spanish phrase to receive a can of Limonada. The activation not only encouraged trial of the product but also reinforced the importance of language learning in a fun, interactive way. It was an activation that made people think, engage, and connect—aligning with both brands’ missions in a deeper way. 

Designing Thoughtful Activations that Inspire Engagement 

So, what makes a brand activation stand out? Here are our ideas on ways companies can use to go beyond the typical marketing setup:

Make It Interactive

Consumers don’t just want to see a brand—they want to engage with it. Activations that incorporate interactive elements, whether through technology, gamification, or experiential moments, create a stronger emotional connection with audiences. The Corona x Duolingo activation worked because it made consumers an active participant in the experience, rather than just a passive recipient.

Align With a Meaningful Message

It’s not just about selling a product; it’s about telling a story. The best activations tie into a larger theme that resonates with people. In Corona’s case, the promotion of Limonada wasn’t just about taste—it was also about celebrating bilingualism and cultural appreciation. When an activation connects to a bigger idea, it leaves a lasting impression.

Create Value Beyond the Event

A great activation doesn’t just exist in the moment—it has an impact that extends beyond the event itself. This could mean collecting data in a way that benefits the consumer (e.g., signing up for an exclusive offer), providing a tool that’s useful beyond the event (like a digital component or educational resource), or contributing to a social cause. Companies should ask: How can we make this experience valuable even after it’s over?‍

Go Beyond the Booth

Standing out in a crowded festival, conference, or event means doing something unexpected. That might mean moving outside of a traditional booth setup and creating immersive, unexpected experiences. Whether it’s an art installation, a pop-up lounge, or an outdoor activation, location and presentation play a big role in engagement.

Incorporate Technology Thoughtfully

Brands are increasingly using AI, VR, and AR in their activations, but technology should enhance the experience—not replace human connection. At NURA, we’ve seen firsthand how immersive technology can elevate impact-driven storytelling. When the Baton Rouge Alliance for Students (an education advocacy org) wanted to go the extra mile in showcasing their programs, we developed a VR experience that transported viewers into the world of the students they serve. Instead of reading about the organization’s mission, audiences could step into it—feeling the challenges and triumphs firsthand. This kind of thoughtful integration turns technology into a vehicle for empathy and deeper engagement, making an activation truly unforgettable.

Why This Matters for Brands

Today’s consumers expect more than just a logo and a freebie. They want experiences that feel personal, relevant, and immersive. A thoughtful brand activation doesn’t just promote a product; it builds trust, engagement, and loyalty. It positions the brand as one that understands its audience and aligns with their interests and values.

At NURA, we help brands develop activations that don’t just take up space—they create impact. Whether it’s through immersive storytelling, strategic partnerships, or experiential design, we ensure that brand activations leave a lasting mark. The key is to make it interactive, meaningful, and valuable beyond the event itself