How Immersive Brand Takeovers can Drive Real Results
October 2025
Sometimes we all need a little bit of ‘in your face’ marketing to really grab our attention and capture our imaginations. Enter the brand takeover! Imagine strolling through Grand Central Station on your everyday commute and seeing actor and content creator ‘Benny Drama’ leading a campaign for the return of Heineken’s LOVE.LOVE cans in the USA.
Heineken, the official beer of the US Open giving away non-alcoholic beer samples and comedic announcements being made from sky-high tennis line judge chairs. That’s exactly the type of high-impact activation we help our clients create, by transforming everyday places into fully branded spaces that captivate and convert.
What is a brand takeover?
You’ll likely be aware of digital and social brand takeovers, where a brand collaborates with an influencer or another brand to temporarily take over their social platforms or digital marketing channels.
Well, in experiential marketing terms this is the same concept, but the takeover happens in a physical space, such as Time Out and Uber Eat’s Big Dish Energy event, Malibu’s Clock Off campaign or Heineken’s Love.Love installation, to create a highly immersive and memorable experience.
Branded events that create buzz
Immersive experiences can have game-changing outcomes that transcend the ordinary, captivate audiences on a deeper level and ignite emotions.
According to Exposure Analytics, experiential marketing has a ripple effect that extends far beyond the event itself. A staggering 98% of consumers create digital or social content at events (source: EventTrack).
Experiential campaigns create memorable moments that people are eager to share, making word-of-mouth a highly trusted form of marketing. This not only boosts awareness but also builds credibility through personal recommendations.
Why do brand takeovers work?
Turning familiar places into the backdrop for your brand takeover creates powerful impact, by leveraging new experiences that resonate with individuals on a deep, personal level. It’s in these moments that connections and emotional bonds are formed.
Purity’s brand experience experts recently teamed up with Heineken to make a bold statement for its 0.0 brand during the US Open – putting non-alcoholic beer in the spotlight at the heart of New York City. Purity designed and produced a 15-day experiential takeover at Grand Central Terminal, one of the busiest commuter hubs in the world.
Our mission was simple but ambitious: keep the samples flowing, keep the cans ice cold, and make sure every interaction delivered a premium experience.
By taking over a space where people commute, we cut through the noise and became the talk of the transport hub, with 108,892 cold cans sampled, and showcasing Heineken 0.0 to 11.25 million passing visitors.
Branded events that boost trial
Taking over a transport hub during a world-renowned event is the ideal opportunity to help fans and followers embrace the moment. People are fully present and open to new experiences, and brands have the power to unleash the potential to inspire, engage and entertain.
When the Lillet team at Pernod Ricard were looking to drive awareness of its new Lillet Rose Spritz, Waterloo train station during a sunny Royal Ascot, was the perfect setting for Purity to serve fruity and refreshing samples.
With a photo backdrop and postcard keepsakes with the full Lillet Rosé Spritz recipe it was the perfect start to a glorious day at the races.
Thousands of racegoers and commuters were sampled, with 24,400 samples served over four days.
What makes a brand takeover unforgettable?
Brand takeovers tap into people’s passions, desires, and aspirations, igniting a spark of curiosity that can lead to lasting brand loyalty and advocacy. What are the key ingredients you need to create an unforgettable experience?
- Location. Choosing the right location, based on demographics and footfall are essential for driving awareness and sales.
- Storytelling. Ambassadors should reflect your brand personality and tell your story with passion and authenticity.
- Connection. Understanding your audience’s pain points and connecting with them on their wants and needs allows you to deliver a focused and memorable campaign.
- Engagement. Design activities that stimulate sight, sound, touch, smell and taste to create a fully immersive experience.
- Impact. Push the boundaries and find new ways to expand your reach and engagement.
Stand out from the crowd with a brand takeover
Our global experiential marketing connects brands with human nature, creating memorable moments and delivering exceptional results.
Let’s build your brand takeover.
