Pop Culture, Purpose, and Party Boats: The Brand Activations We’re Still Talking About

Filed under: Marketing we wish we thought of...

Brand activations have come a long way from the days of a step-and-repeat and a sad stack of swag. Today, it’s all about immersive storytelling, culture-forward creativity, and giving people a reason to post about it unprompted. As a platform that lives and breathes events, we're always watching what brands are cooking up (with notebooks and Instagram at the ready).

Here are some of the most buzzworthy brand moments that made us stop scrolling, start screenshotting, and whisper "add to moodboard" under our breath.

Whataburger Museum of Art (WOMA)

Location: SXSW Festival
Why we love it: For Whataburger’s 75th (!!) anniversary, the beloved Texas fast-food chain turned fan love into literal art. They launched the Whataburger Museum of Art (WOMA) pop-up during SXSW, featuring over 200 fan-submitted artworks inspired by the brand. Between the custom installations, clever curation, and ultra-Instagrammable scenes, it was proof that community-led content can be as iconic as the orange-and-white stripes themselves.

Lush’s “Bloom A New Day” with Change the Ref

Location: SXSW Festival
Why we love it: This one went beyond bath bombs. Lush teamed up with activist org Change the Ref to create an immersive classroom installation highlighting the impact of school shootings. The experience served both as a call to action and a push for legislative change—centering the “Lawsuit for Survival” bill. A sobering but powerful reminder that brand experiences can be beautiful, bold, and deeply important.

Lululemon’s 80s-Inspired Training Club

Location: NYC SoHo
Why we love it: Leg warmers? Check. Celebrity-led workouts? Double check. Late-night dance parties in a neon-lit gym that screams ‘retro futurism’? Say less. Salt Productions and PINCH Creative brought nostalgia to the forefront with this two-week activation that felt like Richard Simmons met Erewhon. A perfect blend of kitsch, sweat, and social buzz—just in time for Fashion Week.

Liquid I.V.’s Lemonade Stand Pop-Up

Location: Maggie Daley Park, Chicago
Why we love it: In the middle of a snowy March, Liquid I.V. gave Chicagoans a taste of summer—literally. Their “Lemonade Stand” was a citrusy escape to promote their new sugar-free Raspberry Lemonade flavor, complete with snow cones, summer games, and the cutest swag table you ever did see. Proving hydration is always in season—and brand timing is everything.

Nowruz 2025 Celebration by Cult Gaia

Location: Private Beverly Hills Residence
Why we love it: Fashion meets heritage in this beautifully intimate dinner hosted by Cult Gaia founder Jasmin Larian Hekmat. Honoring Nowruz and her Persian roots, the event was centered around a traditional Haft-Sin table and featured an A-list guest list (Jhené Aiko, Rachel Zoe, and more). Think: editorial-worthy florals, cultural storytelling, and a vibe that redefined the modern holiday dinner party. We’re still dreaming about the tablescape.

Saint James Iced Tea x White Lotus Concierge Pop-Up

Location: NYC + Miami
Why we love it: Want to win a trip to paradise… or at least sip tea like you’re there? Saint James Iced Tea took over Grand Central Station and Miami’s Mary Brickell Village with a luxe White Lotus–inspired pop-up to celebrate their new Mango Black Tea flavor. Concierge desk and all. Guests could sample teas, score exclusive merch, and pretend they were escaping to Thailand (without the drama).

Hulu’s “Deli Boys” Food Truck Tour

Location: NYC + LA + Comedy Tour
Why we love it: Ahead of the debut of Deli Boys, Hulu hit the streets with a comedy-meets-cuisine campaign. They teamed up with Yeastie Boys for a branded food truck, hosted chai block parties with Kolkata Chai, and launched a secret comedy tour with Don’t Tell Comedy. Nothing sells a new show quite like themed bagels, a selfie-ready storefront, and a punchline. It was savory, spicy, and smart.

SipMargs Re-Launch Boat Party (Hosted by Alix Earle & Kygo)

Location: Somewhere fabulous on water
Why we love it: When Alix Earle throws a party, we show up (on TikTok, at least). The sparkling tequila brand SipMargs made a splashy comeback with a boat party hosted by none other than Alix and DJ legend Kygo. Add in Braxton Berrios and Steve Aoki for good measure and you’ve got the perfect recipe for a rebrand: hot people, cold cocktails, and music that makes you want to quit your job and move to Ibiza.

TL;DR
Whether it’s a nostalgic gym, a purpose-driven installation, or a boat full of influencers, the best brand activations make people feel something. Inspired, intrigued, moved—or just really thirsty for a raspberry lemonade snow cone.

At Partytrick, we live for the experiences that go beyond the obvious. These activations didn’t just create buzz—they built community, sparked conversations, and reminded us why IRL moments still matter most.

Let’s raise a branded beverage to that.

Want to create a moment worth remembering? We’ve got you.
👉 Try Partytrick for your next brand experience

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