In a less traditional sense, some marketers take brand activations to focus more on the activation of the consumer themselves.

This type of brand activation puts products in the hands of consumers in an interactive way that, ideally, creates a lasting impression and positive feeling toward the brand overall. In this way, the brand is being physically activated as attention is brought to the campaign in a setting where the product is immediately relevant. Traditionally, brand activation is necessary to get the word out to consumers when a new product is released or to increase awareness surrounding an entire brand.

When it boils down to it, the term brand activation can mean two different things, depending on the perspective of the marketer. Having words that mean almost the same thing, depending on their context, can be unnecessarily confusing - especially for brands trying to create a new campaign in one (or all) of those categories. Words like brand activation, guerilla marketing, and experiential marketing get thrown around a lot when a brand uses original and exciting techniques to get its product out into the hands of future super fans, but there's rarely any kind of distinction between these terms. Because each brand has a unique audience and is shooting for individualized goals, personalize your brand activation to reach yours in a creative way. Whether your brand is releasing a new line that could use some extra hype, needs a little TLC to get some more recognition, or is just starting out, a brand activation campaign is a great way to get the ball rolling in the right direction.

Best digital activations