Branded Holiday Activations: Heineken Takes Dundas Square

Winter is well on its way, and we can’t help but reflect on some of our favourite branded holiday activations over the years.

The pandemic was a time for photo booth activation companies to get creative with COVID-friendly sets. When this PR agency reached out to us with an idea they had, we jumped at the chance to execute it.

A guest snaps a shot of her photo booth results displayed on the big screen at Dundas Square.

The client wanted an interactive photo experience where people could come up to the photo booth, take their pictures, and have the results shared on the big screen at Dundas Square in Toronto for all to see. Dundas Square is a hotspot for brand activations, so we wanted to create a memorable photo marketing strategy that would encourage guests to share the results online.

Of course, there were certain elements we had to be mindful of.

In a previous blog, we talked about how to activate outdoors in the winter using heated enclosures for a comfortable photo experience. The cold weather didn’t stop us; we used a heated guerrilla cube as the enclosure for the photo booth setup and decked it out using the client’s branding. Check it out below!

A view of the interior of the guerilla cube enclosure.

A view of the interior of the guerilla cube enclosure.

A view of the exterior of the guerilla cube enclosure.

The client was particular about the shades of green used for their branding customizations and how it translated to a photo vs a screen. Heineken is known for its trademark green colour, and we made sure to reflect that in the photo booth setup accurately.

At MDRN Activations, we’re known for having accurate colour profiles and ensuring the white balance is even. Details to branding and colouring are important because they craft an identity that communicates a brand's essence and helps it stand out in a competitive landscape.

Making sure your photo marketing strategies align with your brand isn't just about keeping things pretty; it's about making people remember you. When your activations match your brand style, people recognize you instantly, get what you're about, and feel a stronger bond with your brand.

It's like adding a personal touch to your marketing game. So, not only do your events look good, but they also make a real impact on how people perceive and connect with your brand.

As Francis Atterbury said, “It's attention to detail that makes the difference between average and stunning.” Green hues in photos, prints, and electronic screens are not all created equal, so we made sure to keep the colouring consistent for this brand activation.

Easier said than done, admittedly. It’s something you can only learn with experience. That’s why MDRN Activations takes pride in our years of professional photo, video, and editing experience. It’s that expertise that creates a truly memorable marketing campaign.

A guest and their friend snap a shot of their photo booth results displayed on the big screen at Dundas Square.

A guest holds her dog up to see the photo booth results displayed on the big screen at Dundas Square.

The client also wanted the photo activation to be completely touchless. The pandemic was ongoing, and they wanted to keep things safe for everyone involved. No problem!

We had photo-takers scan a QR code posted inside the photo booth that led them to a virtual form asking for their name, phone number, and photo caption. They would then scan the QR code again to activate the photo booth and take their photo.

Photo-takers got their pictures emailed to them instantly and enjoyed seeing the results on the big screen at Dundas Square. It was completely touchless and fully branded for a seamless brand experience.

Finally, the client wanted the photos to be accompanied by a custom caption written by photo-takers. They would fill in the blanks from a prompt that read “Cheers to _ .”

So, not only were we taking high-quality, professional photos, but we also instantly added custom text to them, with full branding and custom fonts.

A guest scans her QR code inside the photo booth.

Guests look at their photos inside the photo booth.

Guests laughing and having a good time at the activation.

Branded photo activations are about connecting with the audience, creating memorable experiences, and leaving a solid brand impression.

Unique brand experiences make a real impact, turning observers into brand enthusiasts. Whether through engaging visuals, interactive elements, or shared moments, our photo activations are more than just pictures - they're compelling stories.

Until next time!