Despite a downpour that soaked Saturday’s setlist, the 2025 Governors Ball Festival at Flushing Meadows Corona Park proved that a little rain can’t dampen creativity—or the power of brand engagement. While VIPs took shelter in exclusive cabanas and fans swayed in the rain to Wallows’ Are You Bored Yet?, thousands made their way to over 35 immersive brand activations.
From tattoo parlors and skincare labs to spicy games and cheese-fueled food trucks, brands delivered more than swag—they created mini-worlds of interaction, customization, and play.
From Freebies to Full-On Immersion
Gone are the days of simple giveaways. At Gov Ball 2025, brands leaned hard into customization and experience. Nerds launched a full-on tattoo parlor with candy-scented temporary ink. First We Feast brought the Hot Ones challenge to life with a hot sauce sommelier and interactive taste-testing. Kiehl’s offered Derma-Reader consultations and debuted a festival-first: a sponsored music stage where The Japanese House jammed on sax and Clairo sipped wine mid-song.
“Whether it’s a surprise performance, great view of the stage, shaded spot to reset, or products like skincare or snacks, these thoughtful details go a long way,” said Alex Joffe, Head of Partnerships for Governors Ball and Senior Sponsorship Director at C3 Presents.
Merch Makeovers and DIY Expression
Festivalgoers weren’t just spectators—they became designers, stylists, and artists. American Apparel teamed up with streetwear typographer It’s A Living to create the Tee Lab, where fans customized Gov Ball merch with personal prints, patches, and cutouts. The bar offered instant t-shirt production and on-site styling mirrors, turning merch shopping into a full-blown fashion experience.
Meanwhile, Rare Beauty makeup artists helped attendees find their ideal lip shades, while 7-Eleven let fans decorate a life-sized pop-up by pasting photos on a brick wall using paint rollers.
Hydration Nation: Beverage Brands Dominated
More than 46% of Gov Ball’s brand partners were beverage-focused, creating a steady stream of samples and refreshment.
Dunkin’ celebrated National Donut Day with ice cream-flavored iced coffees served in chilled metal cups, topped off with donut-themed bucket hats and surprise gift cards.
7-Eleven’s Slurpee Street pop-up paid homage to New York City summer block parties with Slurpee samples, dancing mascots, and Instagram-worthy photo booths.
BeatBox Beverages, Smirnoff Ice, and Electrolit kept fans fueled, while Stella Artois joined forces with Hot Ones for a bar-style activation where cold beer met flaming hot sauce.
Top 10 Most Talked-About Brand Activations
Over three days, Campaign explored Gov Ball’s sprawling brand village. Here are the standout activations that turned the festival grounds into a playground for music, culture, and creativity:
Kiehl’s – The first beauty brand to sponsor a Gov Ball stage, featuring live performances and a high-tech SPF Remix Booth.
First We Feast x Stella Artois – A spicy drop game and sauce-tasting experience starring sauces from the Hot Ones series.
Nerds – Candy-scented tattoos, Instagram-worthy mascot moments, and a five-sense approach to festival branding.
7-Eleven – A neon mini-city of Slurpee joy, complete with stoops, photo walls, and phone booths.
Dunkin’ – A chilled scoop shop with four unique iced coffee flavors and custom giveaways.
American Apparel Tee Lab – Custom shirts, patches, and cutouts turned fans into merch designers.
Rare Beauty – Lip consultations and glam sessions kept festival looks on point.
Cabot Creamery – Free pepper-pimento grilled cheese bites served from the Cabot Cruiser, with a gif-generating “say chz” photo booth.
Electrolit – A hydration haven with long lines of grateful fans escaping the heat (or the hangover).
Smirnoff Ice – A colorful cooling station offering mocktails, branded swag, and misting zones.
The Verdict: Brands That Listen, Win
Gov Ball’s 2025 lineup wasn’t just about artists—though Benson Boone’s backflips and The Japanese House’s sax solos certainly impressed. It was about how brands elevated the experience. From personalized skin care consultations to spicy dares and DJ booth keychains, brands proved that in the festival world, relevance, fun, and fan-first thinking always hit the right note.
Related topics: