Nearly 1,000 Climbers Take on the HYDRACLIMB Experience at Brooklyn’sDomino Square

Liquid I.V., Marvel Studios’ Spider–Man: Brand New Day, Tinuiti, Zambezi and
Empirical Productions Deliver One of the Weekend’s Most Engaging Brand
Activations

Thousands of visitors descended on Domino Square in Brooklyn this past weekend as the HYDRACLIMB Experience, created in partnership with Liquid I.V. and Marvel Studios’ Spider-Man: Brand New Day, transformed the waterfront into an immersive, high-energy activation celebrating hydration, movement, and community.

Over the course of the three-day event, nearly 1,000 participants took on the HYDRACLIMB challenge, with guests lining up throughout the weekend to test their climbing skills, enjoy product sampling, and engage with an experience inspired by one of the world’s most recognizable superheroes.

The activation was brought to life through a collaborative effort between Liquid I.V., Tinuiti, Zambezi, and Empirical Productions, showcasing how experiential marketing can create meaningful, memorable connections between brands and consumers.

“The turnout exceeded our expectations,” said Michael Palatnek, Founder & CEO of Empirical Productions. “Seeing nearly 1,000 people step up to the climbing wall over three days was incredible, but what stood out even more was the energy. Families, fitness enthusiasts, Marvel fans, and curious passersby all became part of the experience. That’s exactly what great experiential marketing is about—creating moments people genuinely want to participate in and share.”

Designed to celebrate the theatrical release of Marvel Studios’ Spider-Man: Brand New Day while reinforcing Liquid I.V.’s hydration-first messaging, the activation combined physical challenge, product education, and social engagement in a highly visible Brooklyn destination.

Throughout the weekend, guests climbed, hydrated with Liquid I.V., captured shareable content, and experienced an activation that blended entertainment with authentic brand interaction.

Empirical Productions oversaw the production and execution of the experience, working alongside creative agency Zambezi, media agency Tinuiti, and the teams at Liquid I.V. to deliver a seamless activation from concept through completion.

As brands continue seeking more meaningful ways to connect with consumers in real life, the HYDRACLIMB Experience demonstrated the continued power of experiential marketing to drive participation, conversation, and lasting impressions.

Liquid I.V. – Marvel Studios