20 Brand Activations That Stole the Show at Governors Ball

Here’s a quick encore of the branded experiences that left a lasting impression on fans — and marketers will want to take notes on.

7-Eleven*

7-Eleven’s Slurpee Street brought the energy of a classic NYC summer block party to the festival, complete with city lights, music, and a spot to kick back with friends between sets. Fans stayed cool with free Slurpee samples and collectible handheld fans, then stepped onto a NYC inspired stoop for a photo op before using paint rollers to paste their pictures onto a faux-brick wall — turning the space into a must-see destination.

American Apparel*

The American Apparel Tee Lab gave fans a chance to unleash their inner creative, with exclusive tees from the American Apparel x It’s a Living collab and a stop at the Chop Shop to customize them with patches and more. The space also featured a Plinko board for prizes and a fit check wall perfect for photo ops.

Beatbox

The party kicked off at the BeatBox spot, where fans grabbed an ice-cold drink at the subway-inspired, graffiti-covered Party Pub trailer. They snapped pics, left their mark on the graffiti wall, and scored fun freebies like disposable cameras.

Citi

Citi presented an exclusive Cabana suite, hosting cardmembers and clients in style. The setup leaned into an NYC disco vibe, and guests got hooked up with groovy gifts like festival merch and beauty products. Plus, a Polaroid station to save the memories!

Coca-Cola*

Coca-Cola brought the taste of NYC to life as the official sponsor of the Food Village, complete with a retro sampling trailer, co-branded photo ops, and ice-cold cans of Coke favorites. From striking a pose to sipping Cherry Coke under the custom archway, fans soaked up the flavor of the city.

Dunkin’*

Dunkin’ was serving up a big scoop of nostalgia as it celebrates its 75th anniversary this year. The Dunkin’ Scoop Shop, reminiscent of Dunkin’s very first store, kept fans fueled all weekend long with an exclusive first taste of their highly anticipated melted ice cream-flavored iced coffee. Fans received premium branded swag items, posed in front of the wall of vintage Dunkin’ ads, glammed up at the Refresh & Refuel station and took photos at the vibrant & oversized donut photo moment.

Electrolit

Gov Ball had plenty of energy thanks to Electrolit, whose rave-inspired activation kept vibes high and fans refreshed. All weekend long, fans stopped by to recharge and dance while sampling a variety of ice-cold Electrolit flavors — and the brand even powered the festival’s first-ever drone show that lit up the night sky.

Espolòn Tequila

Mercado Espolòn Tequila brought the spirit of modern Mexico to life with rich margarita flavors, custom gear at the Tiendita de Ramon, and picture perfect moments at the Fotomaton, making La Cantina the go-to spot for music and margaritas.

Hennessy

The Hennessy Highline brought the festival vibe with a photo booth where fans could capture the moment, plus an interactive claw machine offering the chance to snag exclusive prizes — making it a go-to spot to kick back and hang out.

Jim Beam

The Jim Beam Flavor House drew a steady stream of festivalgoers all weekend long. Its iconic porch became a shaded retreat where people arrived as fans and left feeling like family—cooling off, adding sparkle at the glitter station, and soaking up the brand’s signature hospitality.

Kiehl’s

Kiehl’s remixed SPF at Gov Ball 2025 with the launch of its new Better Screen UV Serum, blending sun protection and correction into one powerhouse product. At the SPF Remix Booth, fans scored free skin analyses, exclusive giveaways, and early access to the sunscreen. Kiehl’s also made history as the first-ever beauty brand to sponsor a stage at the festival.

Kona Big Wave

Kona Big Wave brought the beach vibes to Gov Ball 2025 with a tropical oasis where fans chilled at the Kona Big Wave Stage for live performances, sipped ice-cold Liquid Aloha, enjoyed shaved ice, and tried their luck at the claw machine to win exclusive prizes.

Lyft 

Conveniently located at Gov Ball’s Rideshare Pick-Up and Drop-Off area, the Lyft Lounge offered fans a dedicated space to relax and recharge as they arrive and before they head home. Guests can enjoy premium seating, charge their devices with chargeFUZE stations, and score exclusive giveaways. Plus, a few lucky festivalgoers were surprised with complimentary ticket upgrades.

Nerds*

Nerds brought serious flavor (and fun!) to Gov Ball with a five-senses experience as bold as their candy. Fans stopped by for Nerds Gummy Clusters, scented temporary tattoos, textured archways you could touch, and photo ops with Gummy — the brand’s larger-than-life mascot who stole the show.

NUTRL

NÜTRL brought the flavor to Gov Ball with Club Tasty—serving up refreshing ready-to-drink vodka seltzers in crowd-favorite flavors like Watermelon, Pineapple, and Orange. Fans kicked back with great music, snapped custom photos, and scored personalized giveaways to keep the good times flowing.

 PeaceTea

PeaceTea’s Mad Peaceful World offered a spot to putt for prizes on a mini golf course, refresh with Slurpees and Razzleberry Tea samples, and grab exclusive swag. Fans also got creative with a customizable patching experience every afternoon. 

Rakuten*

Rakuten leveled up the fun at Gov Ball with the R-cade—an interactive gaming zone where fans played for prizes and unlocked exclusive rewards. Festivalgoers could also sign up for Rakuten on the spot to start earning Cash Back on all their festival must-haves.

Smirnoff Ice

Smirnoff Ice made their Gov Ball debut with their show stopping Smirnoff Ice Flavor Fair activation. With a consistent line all weekend long, fans had a chance to win epic prizes including festival merch, surprise ticket upgrades and much more.  

Stella Artois x First We Feast’s Hot Ones

Stella Artois and First We Feast’s Hot Ones turned up the heat at Gov Ball 2025. This collaboration featured crisp Stella pours, fiery wings, and the full Hot Ones sauce gauntlet. Fans could also enter an exclusive sweepstakes for limited-edition collab merch.

Verizon

Verizon delivered an unforgettable experience for its customers with the Verizon Access VIP Cabana – an elevated viewing space with plush seating, located to the left of the main stage. The cabana offered an oasis for Verizon customers to recharge their phones, create content in an immersive photo studio,  personalize their phones at the charm bar with unique designs from renowned and popular NYC designer, Susan Alexandra. In partnership with the MTA, Verizon also surprised festival goers with a custom eye mask – designed to refresh after a long day complete with a sticker redeemable for a free subway ride home.