Brand Activations
Design and deploy immersive, full-screen brand moments that trigger from a QR scan — product reveals, interactive storytelling, and loyalty capture experiences.
Overview
Brand Activations are a specialized QR Experience flow type designed for premium, full-screen brand moments. Where a Conversation flow is driven by AI dialogue, an Activation is driven by visual assets and interactive reveals — a product launch countdown, a distillery tour in miniature, a cocktail recipe builder, or a loyalty points reveal. Activations are the format behind experiences like the Black Sheep Tequila immersive guest journey.
Key Concepts
Activation Scene — A single full-screen visual unit in an activation. A complete activation is a sequence of scenes the guest advances through manually or on a timer.
Scene Type — Each scene has a type that determines its behavior:
| Type | Description |
|---|---|
| Video | Auto-plays a looping or one-shot video with optional audio |
| Reveal | Animated entrance of a product image, headline, or stat |
| Choice | Guest taps one of 2–4 options; branching logic routes them to the next scene |
| Capture | Inline form collecting name, phone, email, and consent |
| Reward | Full-screen coupon, QR code, or digital badge presented as the finale |
Brand Profile — The set of colors, fonts, logo, and tone-of-voice settings DramGuest applies to every activation you create under that brand. Configure brand profiles under Settings > Brands.
Activation Template — A pre-built scene sequence you can customize rather than building from scratch. Templates exist for product launches, event check-ins, loyalty sign-ups, and seasonal campaigns.
How It Works
Creating an Activation
- Go to QR Experiences > New Experience and choose Activation as the flow type.
- Select a template or start blank.
- Name the activation and assign it to a brand profile.
- Build your scene sequence in the Scene Editor — drag scenes to reorder, click any scene to edit its content and settings.
- Configure branching on any Choice scene by clicking Edit Branches and assigning a destination scene to each option.
- Add a Capture scene wherever consent collection makes the most sense in the narrative (typically after the peak moment, before the Reward scene).
- Publish and download the QR code.
Uploading Assets
Each video or image scene has an Upload Asset button. Supported formats:
- Video: MP4, MOV (max 50 MB, recommended 1080x1920 for portrait, 1920x1080 for landscape)
- Image: PNG, JPG, WebP (max 10 MB)
Assets are processed and optimized automatically for mobile delivery. If a video exceeds the size limit, the scene editor will prompt you to trim or compress before uploading.
Preview and QA
Use the Preview button to run the full activation in a simulated mobile viewport directly in your browser. Test every branch path before publishing. Share the preview link with your brand partner for approval without making the activation publicly accessible.
Analytics for Activations
Activation analytics track scene-by-scene drop-off, letting you identify where guests abandon the experience. The funnel report shows:
- Total scans
- Scene completion rates (% of guests who reached each scene)
- Choice distribution (how guests answered each choice scene)
- Capture conversion rate (scans vs. profiles created)
Access these from Analytics > Activation Funnels or from the activation's detail page.
Tips
- Keep activations under 5 scenes. Engagement drops sharply after the 4th scene on mobile.
- Use Choice scenes strategically — offering a personalized path (e.g., "Are you a tequila newcomer or a connoisseur?") significantly increases completion rates.
- The Reward scene is your highest-converting capture hook. Place the Capture scene immediately before the Reward so guests know something is waiting for them.
- For event deployments, test the experience on the same network type guests will use (mobile data, not office Wi-Fi) to validate load times.
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