The Double-Edged Sword of Activation

By Mark Harrison

In sponsorship marketing, there’s an ongoing tension between two schools of thought: Should brands embrace immersive, tech-driven activations or adopt simpler, analog approaches to connect with audiences?

Immersive technology has been stealing the spotlight. AT&T’s Multiball LED game and Bud Light’s Ultimate Sports Arena at VeeCon showcase how digital interactivity can captivate and entertain, especially with younger, tech-savvy audiences. These activations blur the lines between physical and virtual, leaving a lasting impression.

Yet, simplicity continues to shine. Shaw Floors’ “Perfect Pet Puppies” activation at the College Football Playoff exemplifies the analog approach. Adorable puppies drew crowds, ignited joy, and spurred organic social sharing. It’s proof that you sometimes need an emotional hook to win hearts.

And then there’s amplification. Content reigns supreme, but TikTok’s uncertain future and Meta’s evolving platforms challenge brands to adapt. In Asia, platforms like Shopee are redefining amplification. Shopee’s collaboration with Blackpink offered exclusive merchandise drops and live event perks, merging entertainment with cultural relevance to amplify impact across Southeast Asia. Speaking of entertainment, Marriott leveraging tehir Taylor Swift sponsorship with their Bonvoy members was another recent hit.

The real challenge is balancing these approaches. While tech-driven activations generate excitement and buzz, analog strategies connect on a profoundly human level. Amplification strategies must evolve in a shifting digital world.

These debates are precisely why you should join us at the SMCC Toronto Breakfast Forum on January 29th at Real Sports. Together, we’ll explore how to wield this double-edged sword effectively and uncover strategies that drive real impact. Register now to secure your spot: sponsorshipmarketing.ca/events