Eurovision 2025 hits all the right notes for brands

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*This article was originally published on EMARKETER’s website. Click here to read it.

The news: Eurovision 2025 wasn’t just a win for Austria’s JJ, who took home the top prize with “Wasted Love.” The annual contest also delivered major wins for advertisers that tapped into the event’s cultural resonance. With over 160 million expected viewers worldwide, brands like Duolingo, Novartis, and easyJet used the moment to capture attention through playful, localized, and experience-driven campaigns.

  • Duolingo leaned into Eurovision’s multilingual appeal, using its country-specific Instagram accounts to decode song lyrics in a way that felt native to the platform’s tone.

  • Novartis, based in Eurovision host city Basel, wrapped the town in out-of-home creative that married science and music, with lines like “From DNA to Do-Re-Mi.” The campaign invited passersby to explore how the company connects innovation with culture via a QR code experience.

  • easyJet, an official partner of the event, brought Eurovision flair to airports with orange-themed activations, in-flight performances, and social media content that extended the party from the arena to the runway.

Why it matters: Eurovision is one of the world’s most-watched events—outdrawing even marquee sports in key markets. That makes it a rare opportunity for brands to meet consumers where they are: tuned in, emotionally engaged, and ready to talk.

  • These campaigns show that brands don’t need a Super Bowl budget to show up in a big way—they need cultural fluency and timing.

  • Unlike standalone ads, these activations functioned as full experiences, helping each brand feel more present, local, and part of the moment.

  • By riding the wave of Eurovision’s inclusive, cross-border spirit, each brand was able to project relevance beyond a single market.

Our take: Marketers often talk about being part of the conversation—and Eurovision gives them a global mic check.

  • Duolingo reminded us that edutainment works best when it meets users in their feed, not a classroom.

  • Novartis proved that even companies rooted in science can find emotion and resonance through cultural celebration.

  • easyJet’s approach to creating real-world activations helped convert viewership into memorable brand encounters.

With strong fan engagement and record-setting audiences, Eurovision offers a playbook on how to connect through shared cultural experiences—no glitter cannon required.