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Big Brands & Even Bigger Activations
How & why brands are going oversized to capture attention
Ali Kaltman
March 17, 2025
Brand: Beís (& other brands too)
Campaign: The Claw
Read time: 5 minutes
💬 Overview 💬
Yesterday, Beís set up a life size claw machine in the middle of the Century City Mall.
People were driving from hours away to take part, and the event was so successful that they ran out of merch 6 hours before closing.
Meanwhile, Hero Cosmetics held a Mighty Patch event featuring their own Claw Machine in New York just a few days prior.
What’s going on here? And what’s the bigger trend we should be paying attention to?
Let’s get into it…
💙 The Branded Moment 💙
Bigger is better (For branding, at least…)
It’s harder than ever to get attention. Traditional advertising is easy to spot, digital engagement is tougher than ever, and consumers are craving real-world experiences.
So what’s the solution? Brands are thinking big (literally).
The oversized marketing trend is popping up everywhere:
• Beís & Hero Cosmetics’ claw machines – Turning a nostalgic arcade game into an interactive, oversized scene.
• SKIMS’ giant Kim Kardashian in Times Square – A massive pop-up that dominated social media.
• Aritzia’s Super Puff installation – Turning their signature coat into a massive, can’t-miss landmark that also doubles as an in-store photo-opp.
• Mschf’s Big Red Boots – Viral, cartoonishly large shoes that blurred the line between fashion and meme culture. (And yet I kind of want?)
But why does going big work?
The Benefits & Psychology of Oversized Marketing
Stop the Scroll – Whether IRL or online, an oversized activation is so unexpected that it forces people to pause and watch. A giant claw machine in a mall? A 30-foot Kim Kardashian? You have to look.
A Photographic Moment – These activations are content machines. People want to take photos with them, post them, and share the experience, creating organic reach unlike any other moment.
Invite Participation – A claw machine adds an element of gamification, making people feel like they earned something. But even large “art” installations invite consumers to hang around.
Ignite Fun & Nostalgic – The best activations have successfully tapped into nostalgia (arcade games, childhood toys, oversized plushies). People want to experience that joy again, and brands that deliver it win big.
Break Through Digital Fatigue – Consumers are drowning in ads. Giant, real-world brand experiences bring back a sense of tangibility, making the brand feel bigger (both figuratively and literally, of course).
And the results prove big isn’t going anywhere…
💡 Results 💡
Millions of social impressions, sold out installations, press coverage left & right.
It’s clear BIG is just getting started.
🎬 Take Action 🎬
How are you making your brand larger than life? Are you able to make activations & installations that stand out in key markets? Are you creating CGI replicas of the biggest version of yourself?
Get ready for what’s to come. This will be the summer of BIG.
What’s New This Week
One new product I tried this week 👉 Aloha Peanut Butter Protein Bar - Would definitely eat again.
One new campaign I’m loving 👉 Aritzia x Sperry wins unexpected collab of the week.
One new piece of content to watch 👉 Michael Ovitz x Founders Podcast - If you don’t know his story, it’s super interesting.
Brandkeeping
If you enjoyed this newsletter, please forward it on to 3 marketers you know!
And if you have a brand or campaign you want to spotlight, please reply directly to this newsletter.
Let’s chat!
See ya!
Ali
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