BTL (Below The Line) activations are marketing strategies that allow audiences to not only see, but also interact, be entertained, and have direct contact with brands. This interaction creates a sense of closeness and trust, which is essential for building strong relationships with consumers. These experiences stand out for their ability to break people’s daily routines. By surprising audiences with unique and memorable experiences, they generate a lasting impact on the consumer’s mind, in addition to stimulating word of mouth and social media presence. This positive impression strengthens the relationship between the brand and the customer, which can translate into long- term loyalty.