Everything your team needs to activate around LA28 with purpose, power, and precision
The LA 2028 Olympics will be more than a sporting event—it will be a cultural, media, and marketing juggernaut. For brands looking to activate around the Games, this moment presents unmatched potential to connect with audiences on a global scale.
But Olympic-year activations aren’t business as usual. They require early planning, airtight execution, and brand storytelling that cuts through the noise. Whether you’re hosting an on-site experience, launching a campaign, or building a pop-up platform, here’s your companion checklist to make sure your brand shows up strong in 2028.
1. Define Your Core Objectives
- What’s the goal of this activation? (awareness, engagement, sales, loyalty)
- Who is your primary audience—consumers, partners, media, internal teams?
- What KPIs will define success?
🎯 Towerhouse Tip: Build your activation around a single emotional arc—what do you want people to feel, remember, and do?
2. Clarify Your Legal Boundaries
- Align with Olympic *themes* (e.g., unity, excellence, cultural exchange), not Olympic IP
- Consult legal early to avoid trademark issues
- Work with experienced partners who understand IOC guidelines
⚠️ Avoid: Using the Olympic rings, “Olympics,” “Team USA,” or any protected marks unless you’re a rights-holder.
3. Scout and Lock in Locations Early
- Secure event space or pop-up locations by 2025–2026
- Identify Olympic-adjacent zones with high foot traffic
- Map proximity to major venues: SoFi Stadium, Downtown LA, Santa Monica, etc.
- Budget for permit timelines, insurance, and security
📍 Towerhouse Insight: Think beyond traditional venues. Rooftops, warehouses, and mobile builds can stand out in a sea of sameness.
4. Create a Hybrid-Ready Strategy
- Plan for livestreaming and digital participation
- Design vertical-first content for TikTok, Instagram, YouTube Shorts
- Develop a global influencer strategy for broader amplification
🌐 Pro Tip: Create a digital twin of your activation with AR, interactive microsites, or mobile challenges.
5. Design for Experience + Content
- Build immersive, sensory environments with tactile + digital elements
- Integrate AR, QR triggers, or projection mapping for added depth
- Script moments for content capture: big reveals, crowd reactions, surprise talent
- Staff a real-time content team for on-site editing and syndication
📸 Towerhouse Rule: If it’s not ready for vertical video, it’s not ready for launch.
6. Staff Smart and Scale Seamlessly
- Hire experienced experiential producers and logistics leads
- Plan layered staffing for tech, hospitality, and guest engagement
- Prepare contingency plans for traffic, weather, and security disruptions
🛠 Towerhouse Model: We run every event like a broadcast production—with war rooms, backup systems, and real-time scenario management.
7. Extend the Life of Your Activation
- Develop post-activation content (recaps, reels, testimonials)
- Capture data: leads, engagement time, social performance
- Build a follow-up funnel: community, loyalty, email, remarketing
- Analyze what worked—and prep for what’s next
📊 Towerhouse Deliverable: We provide performance dashboards, media packages, and strategic debriefs that help you scale success beyond LA28.
Final Thoughts: Be Bold, Be Early, Be Everywhere
Olympic-year brand activations are not the time to play small. With smart planning, authentic storytelling, and immersive execution, you can own the moment—even without being inside the stadium.
At Towerhouse Global, we help brands create experiences that move, inspire, and multiply. From strategy and creative to production and amplification, we build Olympic-adjacent activations that are unforgettable.
