At the recent SXSW 2025, Disney once again redefined immersive storytelling, unveiling cutting-edge innovations that seamlessly blend technology, interactivity, and digital engagement.

The global media giant has long set the standard for experiential engagement, transforming audiences from passive spectators into active participants through a seamless fusion of technology, storytelling, and physical-digital ecosystems.

Here, Mike Ellery, chief creative officer at Sparks, details how brands can elevate their activations by taking a leaf out of Disney’s playbook:

Immersive Technology: Elevating live brand activations with robotics, AR, and AI

Disney’s approach to immersive technology revolves around a simple principle: make the technology invisible and the experience unforgettable. Whether it’s autonomous robots freely roaming theme parks, AR overlays enhancing attractions, or real-time AI-powered character interactions, Disney ensures that guests feel part of the story.

How brands can apply this at live events:

Augmented Reality (AR) for Real – Time Engagement

• Disney’s Star Wars: Galaxy’s Edge uses AR to let visitors interact with droids and holograms.
• Event application: Brands can integrate AR into product launches, trade shows, and activations to provide interactive try-before-you-buy experiences or turn event spaces into gamified exploration zones.

Autonomous robotics for on-site engagement

• At SXSW 2024, Disney unveiled free-roaming autonomous characters, initially developed for the big screen, translated into the real world, that learn, explore, and engage with guests in real time.
• Event application: Robot guides cater to remote attendees, taking live instructions on where to go next, stopping to chat with in-person guests on the way.

AI-powered personalisation

• Events can integrate AI-powered networking that matches attendees with relevant sessions, speakers, and exhibitors, improving engagement and return on investment. Integrating AI and AR – powered engagement layers transform static experiences into dynamic, personalised journeys, ensuring each attendee’s path is unique and meaningful.

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Collaborative Storytelling: The power of co-creation with influencers, experts and fans

Disney understands that storytelling thrives on collaboration. Whether through influencer partnerships, fan-generated content, or immersive co-creation across platforms, Disney ensures that its audience is not just consuming content, but shaping it.

At the heart of this is Unreal Engine, the gaming engine Disney uses to share digital assets across movies, theme parks, and gaming, ensuring a cohesive, multi-platform experience.

How brands can apply this at live events:

Influencer & expert – led storytelling

• Disney partners with YouTubers, TikTok creators, and industry leaders to drive anticipation for new experiences.
• Event application: Brands should collaborate with industry experts and influencers to curate content, host panels, and engage attendees through live social storytelling.

Community-generated content (UGC) & fan engagement

• Disney encourages fans to contribute, using their feedback to shape attractions, films, and campaigns.
• Event application: Events can invite audiences to vote on discussion topics, submit video questions for keynotes, or participate in live polls, ensuring content is audience-driven.

Unexpected brand collaborations for maximum impact

• Disney’s Balmain x The Lion King collaboration brought fashion, storytelling, and cultural heritage together.
• Event application: Live events should explore unexpected industry crossovers—tech x fashion, art x AI—to create buzz-worthy, culturally resonant moments.

When attendees become co-creators, engagement skyrockets. Instead of simply watching, they become part of the story, resulting in stronger emotional connections and greater brand loyalty.

Blending physical & digital engagement: The future of brand activations

Disney doesn’t limit brand experiences to physical locations. Through gaming, virtual experiences, and interactive streaming, Disney extends engagement beyond the park gates, ensuring fans can immerse themselves in the brand anytime, anywhere.

How brands can apply this at live events:

Virtual extensions of live experiences

• Disney+ hosts virtual premieres, interactive behind-the-scenes content, and gamified fan interactions.
• Event application: Brands can livestream interactive keynotes, letting virtual audiences participate in Q&A, influence panel discussions, or access exclusive content.

Gaming & Metaverse integrations

• Disney has expanded into Fortnite, Roblox, and VR spaces, allowing users to explore virtual versions of attractions.
• Event application: Brands can gamify their event spaces, offering AR-based scavenger hunts, metaverse expo booths, or exclusive NFT collectibles as incentives for participation.

Geo-Located AR & smart event apps

• Disney uses geo-based AR overlays to enhance physical attractions.
• Event application: Conferences can use geo-located AR activations, rewarding attendees with exclusive content when they visit specific zones, turning event spaces into interactive discovery experiences.

Live events are no longer confined to a single location – they should seamlessly extend into the digital realm, ensuring attendees stay engaged before, during, and after the event.

Bringing Disney’s event strategies to your brand

Disney’s ability to immerse, engage, and extend experiences beyond the physical world provides a clear roadmap for brand activations:

• Immersive technology: Use AI, AR, and robotics to create interactive, dynamic experiences at live events.
• Collaborative storytelling: Co-create with experts, influencers, and attendees, making events more participatory and authentic.
• Blending physical & digital: Use gaming, metaverse extensions, and digital layers to make live events limitless.