These sponsored event innovations range from beer-branded nightlife venues to moving bus music festivals that are affiliated with a major brand. From music and entertainment to fashion and sports, these sponsored events range from charitable initiatives to exclusive parties that represent a brand's values and creative vision.
Standouts from this list include Johnnie Walker's Symphony in Blue event that was held in London's prestigious Merchant Taylors' Hall. The star-studded affair unveiled the scotch manufacturer's Johnnie Walker Blue product and featured exclusively catered culinary delights. In addition to the event's live entertainment, guests also got to take part in what was described as an 'immersive art installation.'
Other memorable examples from this list include the Red Bull Tour Bus--a convertible vehicle that doubles as a practical stage for live performances--as well as Heineken's beer-branded pop up shops and temporary disco nightclub projects. In addition to these drink-branded events, other examples on this list include charitable fashion shows and virtual reality concerts that are experienced on one's smartphone.
29 Sponsored Event Innovations
From Star-Studded Scotch Parties to Moving Bus Music Festivals:
Jana Pijak — Jan 15, 2015 — Marketing
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28
Star-Studded Scotch Parties
Symphony in Blue Brand Activation Brings Together Theatre & Whisky
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27
Whisky-Powered Steam Rooms
Johnnie Walker Blue Creates One-of-a-kind Whisky Cloud
26
Stage-Converting Buses
The Red Bull Tour Bus Converts into a Fully Functional Concert Stage
25
Coke Crate Installations
The Upcycling Pavilion by BNKR Arquitectura Uses 5,000 Coca-Cola Cases
24
Immersive Whisky Ice Caves
Johnnie Walker Blue Creates Glacial Ice Experience
23
Social Fashion Shows
'The Social Catwalk' Topshop Runway Show Connects to Instagram & Facebook
22
Immersive Virtual Fashion Shows
Topshop Unique Fall 2014 Fashion Will Be Virtually Presented
21
Social Media-Powered Concerts
The Doritos Boldstage Will Change the Show Based on Viewer Tweets
20
Beer-Branded Fashion Shops
Heineken's Fashion Pop-Up Shop Celebrates Underground Talent
19
Live Performance Enhancing Eyewear
With These Virtual Goggles, Users Will Get the VIP Treatment
18
Graffiti-Sanctioning Festivals
The Roskilde Festival Graffiti Project Encourages Music Fans to Spr
17
Circus-Themed Fashion Events
The Power Ball Party Supplied Quirky Activities for Celebrity Guests
16
Concert Lingerie Fashion Shows
The Etam Lingerie 2013 Runway Show Featured Musical Acts
15
Tech-Infused Runway Shows
Tech and Fashion Collide at the Diane Von Furstenberg Show
14
Augmented Reality Rock Concerts
Sony Promotes Their Smart Headphones with Augmented Reality Music
13
Collaborative Festival Music Apps
The iTunes Festival App Combines with SXSW to Deliver Free Music
12
Car-Inspired Catwalks
This Opening Ceremony Fashion Show had Models Drive Up in Style
11
Global Virtual Choirs
People from All Around the World Join Eric Whitacre to Make Music as One
10
Trans-Atlantic CrossFit Competitions
The Reebok CrossFit Competition Matches the USA an Europe
9
Polar Rock Concerts
This Icy Metallica Concert Will Be Held in Antarctica, Without Amps
8
Moving Bus Music Festivals
Original Buff is Bringing Tunes on the Road
7
Bubble-Resembling Pavilions
Aeropolis by Plastique Fantastique is Futuristic
6
Equality-Promoting Sporting Events
The 2014 Gay Games Will be Taking Place in Cleveland in August
5
Headbanging Beer Campaigns
This Kingfisher Premium Promotion Rewarded Headbangers With Beer
4
Alcohol Pop-Up Lounges
The Heineken Pop-Up City Lounge Debuted at the London Design Festival
3
Live Music-Buying Apps
This Music Social Network Makes Supporting Bands and Artists Easier
2
Impromptu Gazebo Concerts
The Shred Kelly Green Couch Session is Full of Rhythm
1
Music-Loving Travel Sites
Festicket Finds the Best All-inclusive Packages to Music Festivals
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Film-Inspired Cocktail Experiences
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Mammut Encouraged People to Reconnect with Nature
Elora Entertainment Collaborations
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Fan-Centered Stadium Menus
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Espresso Martini Festivals
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Sparkling Water Anniversary Packaging
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Country-Conjoining Beer Can Designs
Heineken Spotlights One Shared Star Motif on its Cans
Country Music Songwriting Contests
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Immersive Scotch Whisky Journeys
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Music Ticketing Campaigns
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Candy-Supported Movie Events
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Branded Energy Drink Events
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Smirnoff Launches The Longest Tailgate for the Super Bowl
Graffiti-Painted Beer Packaging
1664 x André Saraiva Debut a New Vibrant Collaboration
Hands-Free Driving Campaigns
Ford UK's Social Campaign Shares Merch for the "Passenger Princess"
Interactive Soccer Campaign
Michelob ULTRA Has Announced Its Largest Summer Initiative to Date
Hydration-Branded Ice Cream Trucks
Liquid I.VV.® Debuts Its Ice Cream Truck Tour
Gameshow-Style Pop-Ups
The Jo Malone Christmas Special Attracts Visitors with a Prize Wheel
College-Inspired Haircare Pop-Ups
Monday Haircare Hosted an Interactive Pink Truck
Curated Live Fashion Resale
Poshmark Launches Posh Party LIVE as a New Virtual Shopping Experience
Cheeky Non-Alcoholic Cocktail Events
Mindful Drinking Fest Boasts the NO FUN Cocktail Competition
Marketing-Centric Esports Deals
Fnatic Teams Up with Red Bull on a New Promotional Partnership
QSR Summer Pop-Ups
McDonald's Mexico Launched a Summer-Themed Activation in Mexico
Theatircally Filmic Champagne Campaigns
Piper-Heidsieck Debuts its 'Twist the Script' Campaign
Discerning Drinker Pop-Ups
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Soccer-Themed Fragrance Pop-Ups
Hugo Boss Presents an Immersive Activation in Brazil and Argentina
Personalized Pint Pop-Ups
The World of Guinness Created Community During the Holiday Season
Metallic Whisky Bottle Cases
Philippe Starck Designs the L'Evolution Collection with Mortlach
Brand-Influencer Collaboration Tools
Squad Debuts a New Sponsor Button on Famous Birthdays
Transportive Italian Pop-Ups
House of Peroni Nastro Azzurro Hosts an Immersive Event at TIFF 2024
Interactive Beer Giveaways
Dos Equis and Drew Brees Offer Free Beers Tied to Football Strategies
Collaborative Auction Experiences
Hospitality Meets Collectible Art Through This Auction Event
Stylish Soda Pop-Ups
Poppi World Enticed Health-Conscious, Fashionable Visitors During NYFW
Major International Airport Pop-Ups
The Macallan Launched Immersive Pop-Ups at Airport Hubs
Heritage Brand Boot Ads
Blundstone Launches Global Campaign Celebrating Personal Boot Stories
Multisensory Cocktail Menus
Synaesthesia Inspired the Spectrum Cocktail Menu at Fitz’s
Collaborative Energy Beverages
XPO NRG Was Exclusively Crafted for SupplySide West 2024 Attendees
Fashion Lifestyle Pop-Up Events
Sundae School Hosts Their First Pop-Up in London
Flavorful Pickleball Celebrations
Smirnoff SMASH Vodka Soda's Event Highlighted Unique Mashups
Whiskey-Branded Football Tracksuits
The Jameson x Admiral Tracksuit is Retro-Inspired
Spooky Seasonal Libation Campaigns
The Heineken Meet the Chillers Campaign is Character-Driven
CGI-Generated Brand Updates
Tiger Beer Unveils a CGI-Generated Tiger Stripe Across Multiple Cities
Fragrance Brand Tea Experiences
Radisson Blu Glasgow Partnered with Jo Malone London for Tea Event
Boy Band-Inspired Summer Partnerships
Atypique Partners with AJ Mclean of the Backstreet Boys
Mini Craft Soda Cans
Jones Soda Debuted Jones Minis to Share Craft Soda in a Smaller Format
Global Scotch Whisky Campaigns
DEWAR'S Debuts its 'Here's to the Story' Campaign
Intimate Customized Denim Events
Mars the Label Brings its Friends with Mars Event to London
Local Eatery-Elevated Soda Campaigns
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Travel-inspired Brand Campaigns
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Branded Music Festivals
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Minimizing Phone Usage Initiatives
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Nostalgic Brunch Experiences
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Non-Alcoholic Advent Boxes
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Whisky-Branded Summer Parties
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Whiskey Brand Soccer Partnerships
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Cinematic-Star Whisky Campaigns
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Hermès Hosts the Cinematic 'On The Wings Of Hermes' Event
Tequila-Sponsored Gallery Events
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Creatively Sponsored Art Events
Sharpie is Sponsoring the Upcoming Art Battle Event in Los Angeles
Sponsored Tailgating Events
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Hockey Hero-Celebrating Campaigns
The Crown Royal Celebrates Canada's Unsung Hockey Heroes
Collaborative Music-Inspired Bar Menus
HIMKOK and Sony Music Norway Partnered for a New Menu
Friendship-Focused Election Campaigns
Flash Pack Has Introduced The Friendship Bus
Handbag-Themed Bar Takeovers
Burberry Celebrates the Launch of its Rocking Horse Bag at MO Bar
Rapper-Approved Pop-Ups
The Future x Grand Marnier Activations Remix Tradition with Modern Flair
Golf Tournament Whisky Cocktails
Johnnie Walker Kicks Off Golf Season with Signature Cocktails
Social Connection Campaigns
Beavertown Brewery's Is This Seat Taken? Campaign Unites Strangers
Repurposed Train Carriage Experiences
Supperclub.tube Presents a Unique Six-Course Dining Event
Grand American Tours
Natural Light Beer Launches American EuroTrip Sweepstakes
Spy-Themed Spirit Campaigns
Lobos 1707 Tequila & Mezcal Taps Lebron James and Victoria Justice
Influencer-Backed Blackberry Collaborations
Crown Royal Unites with Jackie Aina on a Pop-Up Event
Singles-Only Running Events
PUMA India and Bumble Hosted an Interesting Event in Bengaluru
Beverage-Focused Esports Deals
Ghost Gaming is Set to Introduce Sly to a New Esports Audience
Music-Centric Branding Initiatives
BACARDÍ Rum Partnered with the MTV Video Music Awards
International Awareness-Bringing Events
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Customer Gifting Suites
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Energy Drink-Branded Festival Experiences
The Monster Energy Up & Up Festival Welcomes Sidepiece
Outdoor-Inspired Beer Spots
Busch Light's 'Circles' Ad Stars Ross Chastain and The Busch Guy
Concert-Themed Cocktail Flights
Ruby Slipper's Eras Flight Makes Favorite Pop Songs Sippable
Student Travel-Entertainment Experiences
LVIN Offers Spring Break Adventures for 2025
Event Shuttle Rideshare Services
Uber Shuttle is Targeted Towards Sporting Events and Concerts
Festival Season Snack Campaigns
KP Snacks and Live Nation Partnered for a New Popchips Campaign
Tartan-Patterned Spirit Campaigns
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Luxurious Wine Pop-Ups
Kim Crawford will Host a Golden Wine Lounge at The Well Toronto
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Branded College Football Series
Dr Pepper Unveils the Seventh Season Oof the Fansville Series
Branded Long-Term Sports Partnerships
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Self-Service Event Promotions
Industry Dive Adds Self-Service Offerings to Include Event Promotion
Tennis-Themed Pop-Ups
The Rubens At the Palace Hosts 'Sweet Serve' to Celebrate Wimbledon
Digital Diversified Beverage Programs
Diverse Powered Brands Provides Online Operations Solutions
Competition-Based Esports Partnerships
Esports World Cup Recruits Heinz, Logitech G, and Secretlab
Concert Discovery Platform
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Unique Urban Event Hires
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