Every January, CES sets the tone for the year in tech. But in 2025, the gadgets weren’t the only thing under the spotlight—brand activations were just as loud. Or at least, trying to be.
We walked the halls, squinted at the neon, scanned the QR codes, and let the future wash over us. And here’s our take: some brands brought their A-game. Most brought PowerPoint energy.
Let’s break it down.
THE THREE BIG VIBES OF CES 2025
1. Tech, But Make It Emotional
The smartest brands this year didn’t just show tech—they made you feel something. Delta’s 100-year activation inside the Las Vegas Sphere? Emotional, cinematic, and future-facing. You walked away knowing exactly what they stood for: people over planes. That’s branding with soul.
2. Creator Energy Is the New Luxury
Sony got the memo. Their Creator Space wasn’t just a booth—it was a playground for content makers. By focusing on empowering creators (instead of just impressing them), they positioned themselves as a collaborator, not just a seller.
3. AI, But Please Calm Down
Everywhere you looked: AI this, AI that. But only a few brands actually showed useful, elegant applications of it. The rest? Just added “AI-powered” to old ideas and hoped the hype would do the work. Spoiler: It didn’t.
THE ACTIVATION RED FLAGS
Confused storytelling: If we can't figure out what your brand does in under 10 seconds, you’re not mysterious—you’re messy.
Buzzword soup: Saying “next-gen, immersive, AI-enhanced” isn’t a strategy. It’s a drinking game.
No human in the loop: Tech demos with zero emotional pull = crickets. CES may be about the future, but people still crave connection.
WHAT BRANDS SHOULD STEAL FROM CES 2025
Create Purpose-Driven Immersion
Make your booth or event feel like stepping inside your brand’s values. Not just your product roadmap.
Be Useful, Not Just Cool
Can people do something valuable, creative, or surprising at your activation? Great. That’s worth a share. And a memory.
Let Tech Support, Not Steal, the Show
The best activations used tech to elevate the experience, not distract from it. Be the brand that adds clarity, not complexity.
BRAND HEIST’S TAKE
CES is where the future is previewed—but it’s also where brands reveal their readiness for it. The ones who succeeded didn’t just show up with LED walls and hashtags. They showed up with empathy, intent, and a clear POV.
If you’re planning a major event presence this year, ask yourself:
Are we telling a story or selling a spec sheet?
Are we creating real engagement or just throwing glitter?
Would you post about your own activation?
Because in 2025, attention isn’t the flex—relevance is.
Final Word:
The best brand activations feel like culture, not commercials. CES reminded us that the brands who get this right don’t just dominate the show floor. They dominate the conversation long after.
Looking to craft something unforgettable for your next event? Brand Heist builds experiences people want to talk about.
Let’s make your next move matter.
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