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An activation is an ad stunt, be it physical or digital, in which people end up interacting with the brand. Whopper Freakout is my favorite example of a physical activation, and Whopper Sacrifice is a good digital example. Really Crispin was the first to make activations a thing.
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It’s usually a one off thing that’s specialized, rather than a normal part of a campaign.
Check out Heineken Departure Roulette for another cool physical activation!
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