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Down the Rabbit Hole: Dunkin’ & Maclyn at Beyond Wonderland
When Dunkin’ wanted to show up big at Beyond Wonderland Chicago, they called in Maclyn to craft an immersive brand experience. Our team brewed up an experiential event activation that not only stopped people in their tracks—it got them talking, sipping, snapping, and sharing.
With vibrant costumes, custom giveaways, creative brand touches, and a high-energy vibe that fit right into the festival’s surreal aesthetic, this was a full-on brand activation that put Dunkin’ front and center.
A Look Behind the Scenes
Pulling off a seamless, high-impact presence at one of Chicago’s largest music festivals takes more than a logo and a few lattes. It takes planning. Coordination. Creativity. And a team that can make big ideas happen fast.
In the weeks leading up to the event, our experiential event planning experts worked with Dunkin’ to design every detail of the pop-up activation. From traffic flow to staffing, signage to samples, nothing was left to chance.
Key Pre-Event Planning Highlights:
Behind the scenes, our planners worked through tight timelines, fast-moving approvals, and last-minute curveballs. That’s where a skilled event marketing agency shines—we stayed nimble and proactive, ready to pivot when needed without compromising on quality or creativity. These are just some of our preparation highlights:
- Developed a complete event marketing strategy
- Managed vendor coordination, equipment rentals, and logistics
- Designed and produced branded signage and interactive touchpoints
- Trained brand ambassadors on engagement tactics and brand messaging
Pop-Up Event Ideas That Popped Off
Beyond Wonderland is no place for subtlety. We transformed Dunkin’s space into a vibrant experience, complete with:
- Branded iced coffee samples (a hit in the heat!)
- Neon signage and festival-themed props
- Custom temporary tattoos and fun photo ops
- Interactive games and high-energy giveaways
Our creative team tapped into the festival’s visual language—psychedelic, playful, bold—and translated it into an immersive brand experience that reflected Dunkin’s personality. We made sure every element, from color palette to copy, fit the vibe.
Why Brand Activations at Events Matter
In a world full of digital ads and short attention spans, experiential events like this one create real connections. When people interact with your brand in person, they remember it. And when that experience is clever, energetic, and Instagram-worthy? Even better.
This kind of interaction can’t be replicated online. Experiential marketing builds emotional connections. Guests aren’t just aware of your brand—they’re engaging with it, forming a memory tied to taste, sound, energy, and fun. It becomes a moment they talk about.
The Power of Interactive Brand Activations
Our team at Maclyn knows how to plan a brand activation that actually works. We blend storytelling, strategy, and good old-fashioned fun to make sure every element delivers.
What made this activation shine:
- A clearly defined brand voice and visual identity
- Consistent messaging across all points of interaction
- A social-media-friendly space built for content creation
- Team members who kept energy levels high and the cold brew flowing
We also made the most of every square foot. Interactive elements like the tattoo station and iced coffee giveaways served dual purposes—they delighted guests while keeping them engaged in the space longer.
Event Day Execution Done Right
Flawless execution is the name of the game. When showtime arrived, our team was on-site handling everything from set-up to crowd control to breakdown. Because no matter how much planning you do, the real magic happens in the moment.
We made sure:
- The site looked perfect and operated smoothly
- Guests were constantly engaged and moving through the space
- Dunkin’ ambassadors felt supported, prepped, and ready to roll
Having an experienced event planning agency on the ground was essential. We managed crowds, stocked product, solved problems, and stayed ahead of schedule. The energy never dipped, and the iced coffee never ran out.
Amplifying Impact Through Smart Event Marketing
Before the event even started, we made sure word was out. Our event marketing strategy included:
- Geo-targeted promotions for festival goers
- Influencer outreach and collaboration opportunities
- Strategic use of social channels to build buzz
We helped Dunkin’ plug into the excitement of the festival and extend their reach before anyone stepped through the gates. Our efforts helped drive foot traffic, boost anticipation, and build brand momentum.
Results That Speak Volumes
Over the course of the two-day festival, the numbers told a powerful story:
- 3,000+ iced coffee samples handed out
- 5,000 Dunkin’ Hot Cards distributed
- 684 branded bandanas gifted to festivalgoers
- 200 bucket hats that became instant fashion statements
- 222 pairs of sunglasses snapped up by happy fans
The booth generated steady lines and non-stop traffic throughout the weekend. Social media mentions of Dunkin’ at Beyond Wonderland spiked as guests shared their swag, iced coffee moments, and festival memories. Brand sentiment soared, with attendees praising the energy, the experience, and of course—the freebies.
But beyond the numbers, the activation made an emotional impact. People smiled. They danced. They posted. They remembered. And that’s the real win in experiential event planning.
What Sets Us Apart in Event Marketing
As an event marketing agency, we do more than show up—we show off. We specialize in brand activations at events that feel purposeful, polished, and unforgettable. We handle the logistics, the look, and the live experience.
Our work goes beyond one weekend. We deliver lasting impressions that align with your brand’s bigger goals.
From initial brainstorms to boots on the ground, we bring:
- Experiential event planning that’s strategic and scalable
- Fresh pop-up event ideas tailored to your audience
- Seamless coordination with your internal teams and outside vendors
- In-person activations that convert guests into fans
We don’t just plan events—we build experiences that drive connection, boost engagement, and elevate your brand.
Let’s Make Something Unforgettable
If you’re wondering how to plan a brand activation or need help building out an experiential marketing strategy—Maclyn is your go-to partner. And if you’re typing “event marketing agency near me” into Google right now, you’ve already found the right people. Whether you’re a brand looking to break through or a marketer searching for the right event planning agency to execute your vision, we bring the creativity, coordination, and coffee.
Beyond Wonderland was just one example of what we can do. So, if you’re looking to brew up something bold, reach out today and let’s start planning your next immersive brand experience.