Warc Briefing: Brand Activation

Definition: Brand Activation is the practice of developing a broad communications platform which stimulates purchase, trial or awareness whilst also communicating the core values of a brand.

Quick facts

  • Coca-Cola, a long-time Olympic sponsor, introduced a brand activation element when it sponsored the 1992 Olympic Torch Run.
  • Dove's 'Evolution of Beauty' viral has been acclaimed as a buzz-building digital "brand activation": almost one in four internet users worldwide saw the clip.
  • The $46bn a year sponsorship market is the most high profile discipline used in activation.

History and future outlook