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
28
Star-Studded Scotch Parties
Symphony in Blue Brand Activation Brings Together Theatre & Whisky
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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Year-End Live Music Shows
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Whimsical Pop-Up Cognac Bars
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Artisan Whiskey Collections
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Adult Content-Themed Beers
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Connected Gamer Campaigns
Heineken's Just Another Night Out Shatters Anti-Social Stereotypes
Hydrating Outdoor Billboards
Gatorade's BPM Pay Panels Replenish Urban Athletees on the Go
Luxury Department Store Takeovers
Burberry and Harrods Offer an Immersive Shopping Experience
Sensorial Beer Campaigns
Feel the Alps Captures the Essence of Edelweiss
Auto Brand Golf Experiences
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Soda Logo Rebranding Campaigns
Pepsi's New Logo Goes Across the Globe with a Bright Light Show
Design-Forward Gin Partnerships
Tanqueray Nº TEN Embarks on a Collaboration with Tastemakers
Mixed-Reality Cola Billboards
This 3D Coca-Cola Billboard Dispenses Real, Cold Drinks
Alcohol-Free Festival Bars
The New Bar is Coachella's First Official Nonalcoholic Partner
Vodka-Branded Festival Series
Absolut® Presents Mixing It Up: Cosmos & Culture at Coachella 2024
Co-Branded Beer Apparel
thisisneverthat and Budweiser Partner on a New Apparel Collection
Beer Pairing Pop-Ups
&Beer Pairs Beer with NYC’s Best Vegan Food
Nostalgic Vodka Concerts
Smirnoff Ice Kicks Off Relaunch Tour with Artists T-pain and Shaggy
Artful Alkaline Waters
Bored & Thirsty Champions Self-Expression & Interactive Packaging
Elevated Condiment Pop-Ups
Ennismore & the Kraft Heinz Company are Sharing a Taste of Heinz 57
Cosmic Beverage Activations
CELSIUS Energy Promotes its Space Vibe Trilogy with a Coachella Event
Influencer-Crafted Gin Cocktails
These Tanqueray Gin Holiday Drinks Celebrate Canadian Traditions
Musical Vacation Rentals
Marriott Bonvoy's Aloft and Moxy Hotels Provide Music-Themed Stays
Virtual Pub Museums
Heineken Pub Museums Spotlight Important Cultural Locations
Festival-Backed Merch Collections
Levi's and Rolling Loud Boasts a Co-Branded Merch Collection
Luxury Auto-Inspired Venues
Bentley Has Designed An Opulent VIP-Centric Music Room
Cup-Stealing Clothing Collections
Stella Artois' Steal Artois Collection Honors Bar Culture
Hard Soft Drink Refreshments
Bottlegreen Vodka Spritz Was Created with Edwards 1902
Food Truck Billboards
McDonald's Transformed Billboards into Digital Food Truck Displays
Italian-Style Festival Piazzas
The Aperol Spritz Piazza Brings a Taste of Italy to Coachella
Tech-Driven In-Store Events
Dyson Launches an Interactive Event at Harrods Department Store
Creative Constellation Water Bottles
The Evian x Coperni Bottle Invites People to "Look Closer"
Virtual Craft Beer Tastings
NCBC & Spyglass Created an Exclusive Beer Tasting Experience with VR
Sneaker-Resembling Electric SUVs
New Balance and Nissan Join Forces on the Special 327 Edition
Toronto Landmark Music Events
The Exhibition Place Music in the Park Series Has a Diverse Lineup
Nostalgic Scottish Beer Collections
Vault City Launches the New Irn-Bru-Inspired Beer Lineup
Connected Beer Jerseys
Miller Lite's Running of the Beer Ads Turns Fans into Walking Billboards
Branded Holiday Gifting Suites
Scotch Brand Created a Festive Suite for Wrapping & Packing Gifts
Beer-Branded Toronto Culinary Experiences
Estrella Damm Culinary Journey is Available Until May 31
Sportswear Imprint Art Exhibitions
adidas Originals Presents the Originals Newcastle Exhibition
Multi-Passionate Party Consulting Companies
Pearls and Honey Offers Catering & Event Planning
Celebrity-Inspired Cocktail Menus
The Quote Book by Velvet Bar Shares Drinks Based on Icons
Meme-Inspired Sauces
Heinz's Limited-Edition Sauce Drops Revisit Fleeting Moments of Fame
Playful Creativity-Focused Campaigns
Sharpie® Launches the World is Your Canvas Tour
Footballer-Backed Global Campaigns
Pepsi Unveils the 'Where There's a Ball There's a Way' Campaign
Fighting Championship-Inspired Partnerships
New Amsterdam Vodka Launched UFC-Inspired Initiatives
Chain Restaurant Food Festivals
Chain is the Worlds First Gourmet Chain Food Festival
Festively Branded Sweater Collections
Unilever and notjust Collaborated on Christmas Jumpers
Beer Brand-Supported Fashion Shows
Fashion Art Toronto Has Partnered with Kronenbourg 1664
Hydrating Festival Pop-Ups
evian's Club Hydration Refreshes Festival-Goers
Community-Focused Whiskey Clubs
Jameson Connects is a "Not So Serious" Whiskey Club
Co-Branded Digital Travel Hubs
The Corona Global Hub Spotlights Experiences Rooted in Nature
Celebratory Limited-Edition T-Shirts
Heineken Partners with Singapore Creatives for Its 150th
Wearable Conference-Focused Technology
Bizzabo Introduces Klik Experiential for Flagship Events
Cheeky Electric Vehicles Ads
Škoda 'Hijacks' Competitors in Innovative Marketing Campaign
Eurovision-Themed Hotel Experiences
INNSiDE Host a Eurovision-Themed Event Schedule for Guests
Movie Launch Beer Popups
Peroni Elevates TIFF Experience with Authentic Italian Flair
London-Inspired Sporty Campaigns
Nike Presents the Pulse of London Campaign Honoring the City
Automotive Brand Vinyls
The Iconic Playlist Celebrates Mercedes-Benz's Place in Pop Culture
Music-Themed Cafe Pop-Ups
The Spotify Wrapped Cafe Pop-Up in Paris Served "Wrappucinos"
Themed Party Generators
Drizly's Party Theme Generator 3000 Helps with Hosting Themed Parties
Branded Epic Holiday Party Giveaways
Win an 'Unboring' Holiday Bash with Jameson Irish Whiskey
Self-Care Barber Pop-Ups
Glenmorangie's Barber Shop Pop-Up Supports Self-Care Experiences
Artistic Multi-Beverage Ads
The Coca-Cola Family is Spotlighted in this Unique Ad
Collaboration Retailer Bus Tours
SHEIN x Klarna 'In Pink We Trust' is Arriving in the UK
Non-Alcoholic Beer Cocktails
Talon & Tinnie Reinvents the Traditional Boilermaker for Dry January
TikTok-Inspired Music Features
Spotify Showcased a Redesigned Homepage for its Mobile App
Music-Inspired Campaigns
The New Pepsi Campaign Features Bad Bunny
Wish-Granting Beer Ads
The 2024 Bud Light Super Bowl Commercial Introduces the Bud Light Genie
Champagne-Paired Burger Tours
14 NYC Restaurants are Exploring Burger & Veuve Clicquot Pairings
Sporty Laundromat Takeovers
Heineken's LaundroMatch Turns 24-Hour Laundromats into Sports Bars
Social Good Beer Initiatives
Miller Lite and J Balvin Team Up to Give Back to Latino Communities
Responsible Drinking Campaigns
The Irish Goodbye Program from The Quiet Man Offers Free Rides Home
Artist-Remixed Summertime Drinks
The Sonic Drink Remix Campaign Stars Four Musicians
Canned Booze-Free Cocktails
IMPROV is a Non-Alcoholic Beverage Revolutionizing Social Drinking
Beer-Branded Fashion Capsules
805 Beer Has Unveiled Its Latest Spring 2024 Fashion Capsule
Luxury Experiential Event Brands
The Concierge Club Expands to the US Market
Melody-Inspired Alcohol Campaigns
Usher and Brands Debut the 'Life is a Melody' Campaign
Solar-Powered Food Trucks
Planted Unveiled a Sustainable Food Truck for a Tour Across the UK
Upcycled Summery Apparel
Grey Goose & Frankie Collective Teamed Up on an Upcycled Drop
Blue Ribbon Beer Events
Peroni Nastro Azzurro 0.0% Recently Hosted Nastro Azzurro Nights
Hip Hop-Honoring Exclusive Campaigns
Hennessy and cHIP sHOP Join Forces on a New Campaign
Insurance Brand Beers
Pet Insurance Company Fetch Created Fetch Pale Ale to Support a Non-Profit
Spooky Street Ad Experiences
These Fanta Halloween Projections Took Over a Busy Stockholm Street
Globally Inspired Cocktail Menus
The Pine Bar's Wanderlust Menu Offers a Journey for the Senses
Phone-Free Music Festivals
The Over Yondr Festival Requires Guests to Ditch Their Cellphones
Alcohol Sporting Partnerships
AB InBev Will Be the Sponsor of the Olympics Until 2028
Accessible Stadium Shuttles
Wembley Stadium's Shuttle Service Offers an Added Support Concierge
Zero-Proof Catering Companies
Split Offers Alcohol-Free Catering, Education and Menu Consulting
Special Edition Nigerian Prints
Dye Lab Created a Special Six-Piece Collection for Heineken
Personalized Grocery Billboard Campaigns
Tesco Ireland Gets a New Live-Prompt Campaign
Artfully Glamorous Cocktail Bars
Moët Hennessy Launches a New Cocktail Bar in Paris
At-Home Cocktail Campaigns
Gordon's Many Evenings In Campaign Spotlights At-Home Drinking
Esports Beer Sponsorships
100 Thieves Renews its Partnership with Beer Brand Heineken
Automotive Parking Lot Pop-Ups
Mercedes-Benz Turned Parking Lot Spaces into a Mini Showroom
Perception-Redefining Brand Campaigns
Hennessy's Made for More Campaign Boasts a Striking Vision
Collaboration Football Beer Branding
The Carling Emirates FA Cup Can is Limited-Edition
Show-Sponsoring Branding Partnerships
Coca-Cola, Henkel and Scott’s Sponsor Three Roku Originals
Music Festival Vodka Branding
The Absolut Tomorrowland Limited Edition Bottle is Celebratory
Esports Beer Sponsorships
Heineken 0.0 Becomes the Official Beer Partner of VCT Americas
Wellness-Themed Rental Pop-Ups
Wander Partners with Good Pharma to Showcase its Offerings
Stylish Festival Merch Lines
Fragment Design and BLACKPINK Collaborate During Coachella 2023
Theatrical Vegan Brunches
Bar Vegan's Bubbles Brunch Presents Champagne in a Photo-Worthy Way
Festival Hydration Drink Campaigns
This Electrolit Activation Will Be at Music Festivals in 2023
Concert Ticket Giveaways
Susiecakes Recently Ran a Contest, Featuring Taylor Swift Tickets
Multi-City Workout Tours
Movement LIVE by Michelob ULTRA is a Lively Fitness Experience
Deserted Island Billboards
Silk & Spice Set Up a Billboard for Fans to Go and Find
Recycled Records Campaigns
Coca-Cola, Mark Ronson and Madlib to Launch 'Recycled Records'
Co-Creation Bottle Campaigns
H3NSY & John P. Dessereau Design a New Limited-Edition Bottle
Holiday-Ready Whisky Cocktails
Grant's Whisky Introduces Tailored Cocktails for the Holiday Season
Hand Sanitizing Stadium Campaigns
Shimmy Launched an OOH Campaign at Gillette Stadium
Charitable Wine Campaigns
Starborough Partners with Oceana to Support Conservation Efforts
Fandom-Exploring Sports Partnerships
NFL and Mitchell & Ness Collaborate to Spotlight Fan Stories
Music Content Campaign Tools
Spotify Presents the Showcase Tool for Artists to Promote
Hotel-Led Vintage Markets
The MOB Hôtel Hosted a Vintage Market, an Eco Conference and Workshops
Inflated Vibrant Futuristic Buses
Midjourney Helped Create the Mutated School Bus Design
Cocktail-Inspired Togetherness Activations
Smirnoff's Global Connectivity Initiative Launched
Libation-Joint Streetwear Collaborations
Places+Faces Teases its Upcoming Work with Havana Club
Corporate Team Building Parties
It's Game Night Revolutionizes Corporate Team Building in Toronto
Urban Communal Dining Events
Toronto's Weekly Communal Table Program is Hosted Under a Highway
Hydration-Focused Pride Partnerships
Flow Beverage Corp. is Sponsoring Pride Toronto Events
Mobile Weenie Wedding Chapels
Oscar Mayer Made a Mobile Wedding Chapel for Springtime Ceremonies
App-Assistive Concert Discoveries
Apple Added Concert Discovery Features to Its Music and Maps
Music-Forward Wine Partnerships
The Grange of Prince Edward Winery Expands Its Network