Going big with your campaign can help you attract more guests and stand apart from the competition. But the bigger the event, the more complex it’ll be – and you may find it overwhelming. So, if you’re planning a large brand activation or experiential event, why not look to this guide for advice?
These tips will help take the strain out of the planning process, so you can be confident that your live event will be just as you envisioned.
1. Pick a vehicle that fits your ambitions
We know you’re probably excited (and overflowing with ideas), but first, you’ll need to choose the best vehicle for your campaign. Our Pinterest account can help with the process decide, and you can always add these images to a mood board or document.
Next, browse our fleet to see the full range of vehicles available. A large brand activation will attract a real crowd, so you may want an Airstream, double-decker bus, Routemaster, or exhibition vehicle – all large enough to serve as immersive spaces.
You can still have an experiential event with a smaller vehicle, but you’ll need to get creative if you're to keep guests around.
2. Secure your promotional vehicle early
We recommend securing your promotional vehicle ASAP! This will stop other brands from swooping in before you, and it allows more time to nail down specifics like venue locations and how your vehicle will look inside and out.
A large activation will naturally involve customising the vehicle. Booking early means we can find cost-effective solutions, help to maximise your budget and ensure every facet of the build pushes your event further.
3. Plan out the guest experience
How do you want your audience to react? Do you want them to grab a treat and head off, or should they spend more time on-site? Answer these questions to help build an outline of the guest’s journey. You can then decide how you’ll get results, whether it's via positive word of mouth, shared social content, or newsletter sign-ups.
You could also add fun surprises like DJ booths, gamification (like ball pits, light-up games and competitions), and 3D props that encourage content sharing.
See how to supercharge your promotional campaign for more creative ideas!
4. Say yes to campaign support
Major brand activations are challenging to run, but the right support can take the sting out of the process. Services range from enhanced logistics and location planning, to content capture, sampling and fulfilment.
If you’re planning a large campaign, it’s worth getting brand ambassadors and event managers to help. They’ll handle the event itself, leaving your internal staff to meaningfully engage with your audience. Visit our staffing guide to see how great staff can make all the difference!
5. Take inspiration from famous brands
These brands found great success by going big with their activations.
SHEIN’s Christmas Countdown
This global fashion retailer has a history of grabbing attention through live events, just as they did with their four-season extravaganza. In Christmas 2024, they went even bigger with a multi-vehicle campaign spread across different parts of the UK.
SHEIN maximised exposure with two double-decker buses, adorned inside with fun, games and freebies, and flanked by vehicles like the Piaggio Ape and US postal van. They also invited Santa to attend a photoshoot set in a live studio environment.
Discover SHEIN’s Christmas experience
QV Skincare’s Roadshow
As an Australian brand looking to crack the UK market, QV’s main goal was to educate people through an experiential event. They picked a vintage Airstream because it could serve as an immersive space, complete with product displays, educational posters, and product demo stations.
Brand ambassadors played a key role, while free gifts, a spin-the-wheel game and photo-ops all served to make this large promotion a time to remember.
Watch QV Skincare’s customer journey
The Netflix ‘Witcher’ Sampling Campaign
You don’t always need a big vehicle to ‘go large’, in which case it’s all about setup. Netflix understood this, choosing instead for a custom ice cream van – complete with an eye-catching roof prop in the form of The Witcher’s medallion.
But how to push this ice cream campaign further? We came up with a custom ‘Mr. Witchy’ ice cream, while branded deckchairs and a singing troupe set the right tone.
See The Witcher’s custom van in action
Samsung’s Galaxy Flip 6 tour
The tech giant turned a double-decker bus into a modern hub to advertise its AI-powered phone and watches. The Galaxy bus featured a serving hatch for coffees and slushies, while the inside boasted product displays, digital screens, LED lights and a themed photo wall.
This finely tuned campaign meant guests could grab a beverage, try the new tech, then snap pictures in a finely tuned promotion designed to build excitement.
Tour Samsung’s mobile tech bus
Charlotte Tilbury’s ‘pillow talk’ event
The beauty brand went all-in with its biggest activation to date – the “Pillow Talk Love Universe”. Housed in a stylish Airstream, this multi-stop experience brought a touch of glamour to cities like Glasgow, Leeds, and Manchester.
Guests entered immersive zones like the Love Boudoir and Love Chapel, where they sampled products, unlocked beauty tips, and engaged with matching installations.
Ready to get your campaign moving?
The best campaigns all had one thing in common; a clear vision brought to life through thoughtful planning. So, if you’re ready to hit the road and wow your audience, it’s time to get some ideas down. See the 8 steps of campaign planning to get the ball rolling and hit the button below to see what to include in your campaign brief.
With a strong brief and your vehicle secured, you’ll be in the perfect position to get your project moving in the right direction!
