CES 2025—the world’s largest tech show, which took place January 7-11 in Las Vegas—once again proved to be the premier global gathering place for technological innovation, hosting over 4.5K exhibitors and drawing 141K attendees from more than 150 countries. Beyond showcasing groundbreaking tech, it also served as testament to the evolution of sponsorships and activations in the world’s most influential industries.

Brand activations have always been a cornerstone of CES—exemplifying how strategic partnerships amplify brand storytelling and enhance the attendee experience. More than a trade show, CES provides a dynamic canvas where sponsors can demonstrate their industry leadership and dazzle a wide array of audiences.

This year’s show spotlighted the emerging trend of integrated sponsorships—and interactive activations in particular—which engaged and inspired showgoers. 

The CES Creator Space, presented by Sony, was a notable standout on the activation front. With a prime location in the central hall lobby of the Las Vegas Convention Center, the buzzing hub attracted a who’s-who of content creators, media professionals, and storytellers, successfully fulfilling Sony’s mission to unleash creativity through technology.

Among the highlights of the Creator Space:

• A Pinterest-sponsored stage, where the platform—celebrated for inspiring creators worldwide with all varieties of visual content—hosted sessions for attendees to explore content ideation and visual storytelling techniques.
• Collaborations with Roblox, Dubit, and Creator.co, which championed the fusion of technology and creativity with demonstrations of cutting-edge tools and platforms driving creator success.
• Workstations and recording pods designed to empower storytellers and help creators bring their visions to life while test-driving Sony’s latest innovations.

Pinterest extended its reach beyond the Creator Space with its interactive lounge at the Blue Ribbon restaurant in The Cosmopolitan of Las Vegas. Guests could try their luck at the Funnel Vision slot machine—a nod to the event’s Sin City setting—which offered players a chance to win a visit to the Sphere while learning how Pinterest drives performance at each stage of the marketing funnel. Meanwhile, an interactive Collage Studio encouraged attendees to try Pinterest’s cutting-edge collaging feature, which lets users cut, combine, and layer images into interactive Pins—deftly illustrating the brand’s knack for melding visionary entertainment with savvy marketing.