Thwack

What Thwack does

Thwack is a South African experiential marketing consultancy founded in 2012 and headquartered in Rosebank, Johannesburg. The firm designs and builds custom immersive brand activations for enterprise clients, combining proprietary engineering with creative production. Its core capability is integrating hardware (custom projection systems including claimed world's shortest-throw projectors, RFID sensors, pressure sensors, gesture control, iBeacons, RFID wristbands, and connected retail gondola displays) with software and AI (notably an AI-powered conversational bartender using natural language text interaction) and social media integration to create brand experiences in retail and event environments.

The company's product set spans experiential marketing activations, smart gondola retail solutions with real-time stock monitoring, interactive projection mapping installations (including vehicle-based virtual test drives and branded environments), AI-powered interactive experiences, social media-integrated activations, Oculus Rift virtual showrooms, and RFID-enabled event experiences. These are delivered as modular building blocks assembled per client brief rather than as standardized products.

Thwack generates revenue through project-based professional services fees on custom engagements delivered via direct enterprise sales to brand owners. Its customer base of 18+ named enterprise clients spans spirits and alcohol (Pernod Ricard across Jameson and Hennessy, Heineken, Coca-Cola), banking (Standard Bank, Nedbank), telecommunications (Vodacom, Nokia, me&you mobile), automotive (BMW, Hyundai, Lincoln/Ford, Citroen), technology (HP), media (Mail & Guardian), manufacturing (PPC Cement), insurance (Matrix), and retail (Makro, BCE). Pricing is quote-based and not publicly disclosed. The go-to-market motion is event- and portfolio-driven, relying on high-visibility public installations at major events and retail venues to generate referrals and repeat enterprise engagements.

Name

Thwack

Legal name

Thwack

Website

https://thwack.co.za

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Thwack is a Johannesburg-based experiential marketing consultancy that designs and builds custom immersive brand activations for enterprise clients using proprietary projection, sensor, RFID, and AI technologies across retail and event environments.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Convention and Trade Show Organizers (561920)

akta.pro industry

PRIMARYMPAHADAK

Virtual Production Production Management & Collaboration Tools

Media, Entertainment & Sports/Media Technology & Services (Post-Production, VFX, Animation, Streaming Infrastructure)/Virtual Production & Real-Time Pipelines (LED Volume, Game Engines)

SECONDARYBPAMAKAF

Metaverse & Social Virtual Worlds

Business & Public Services/Web, Mobile & Digital Platforms/Gaming Platforms & Digital Worlds

Keywords

• Experiential marketing services
• Interactive brand activations
• Projection mapping experiences
• Smart retail installations
• Event technology solutions

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Custom Experiential Activation Projects: Project-based fees for designing and building custom experiential activations for brand clients. Engagements include immersive retail spaces, event installations, interactive games, and technology-enabled brand experiences delivered in high-traffic retail and event environments.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Thwack is a marketing consultancy that designs and builds custom experiential brand activations combining hardware engineering, projection mapping, AI, RFID, sensors, and social media integration for enterprise clients. The company delivers bespoke immersive installations in retail and event environments, including smart gondola solutions, AI-powered interactive experiences, VR showrooms, and RFID-enabled event systems, on a project-based professional services basis.

Product overview

Thwack is a South African marketing consultancy specializing in real-world interactive marketing and experiential activations. The company offers a portfolio of custom-built experiential products including experiential marketing activations, smart retail gondola solutions, projection mapping experiences, AI-powered interactive installations, social media integration solutions, VR showrooms, and RFID-enabled event experiences. These modular offerings are combined based on client needs to create immersive brand activations that merge education, engagement, and conversion in physical retail and event environments.

Differentiator

Problem solved

Functional benefit

Products and services

• Experiential Marketing Activations Custom-built immersive brand experiences that combine latest technology with experiential storytelling to create memorable consumer engagements in physical retail and event environments, delivered to enterprise brand owners.
• Smart Gondola Retail Solutions Tech-enabled modular gondola end displays for liquor retailers featuring RFID-triggered content, pressure sensors, and real-time stock monitoring that rotate multiple brands seamlessly in retail aisles.
• Interactive Projection Mapping Experiences Custom projection mapping installations including giant boomboxes, bottle displays with 360-degree functioning touchscreens, and vehicle-based virtual test-drive experiences for brand activations.
• AI-Powered Interactive Experiences Experiential activations incorporating AI technology such as AI-powered bartenders for cocktail experiences and interactive games with real-time data synchronization, demonstrated at the Jameson Makro Woodmead activation.
• Social Media Integration Solutions Interactive activations that enable social login, social sharing, and real-time social media feed integration including photo uploads to Facebook and social media contests at brand events.
• Virtual Showroom Solutions 3D virtual showrooms created using Oculus Rift VR technology and video walls for immersive product demonstrations in corporate and retail settings, including the BCE catering supplies showroom.
• RFID-Enabled Event Experiences RFID bracelet-based activations enabling VIP access control, instant photo capture and social sharing, and interactive touchpoints throughout venues, including VIP experiences at Vodacom Durban July.

Quantifiable outcome

• High-traffic retail environments (Makro Woodmead), premium flagship experiential spaces, national retail gondola rollout

Named customers20 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature12 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• MKG: Independent experiential marketing agency producing brand experiences, activations and events across consumer categories. Comparable to Thwack in project-based experiential execution for brand owners across multiple verticals.
• Momentum Worldwide: McCann Worldgroup-owned experiential marketing agency building brand experiences, retail activations and live events. Directly comparable to Thwack in business model (custom experiential activations for enterprise brand owners) and category (spirits, automotive, tech).
• GMR Marketing: Global experiential marketing agency specializing in sports, entertainment and consumer brand activations. Comparable to Thwack in live event and sponsorship activation work for major enterprise brands.
• Jack Morton Worldwide: Global experience brand agency delivering immersive brand activations, events, and exhibits for major enterprise clients. Directly comparable to Thwack in offering custom experiential marketing solutions at scale, though operating globally rather than regionally.
• Amplify: Brand experience agency creating immersive campaigns, retail experiences and live activations for global brands. Directly comparable in custom experiential activations with integrated creative + production capabilities.
• Sparks: Global experience agency delivering live events, brand activations and exhibits for enterprise clients including spirits, automotive and tech brands. Comparable to Thwack in building tech-enabled, custom experiential work for global enterprise brand owners.

Broad incumbents

• Geometry Global: WPP-owned global commerce and experiential activation network. Comparable to Thwack as a broader incumbent offering retail activations and brand experiences as part of a wider portfolio across multiple geographies.
• AKQA: WPP-owned experience design agency combining digital products, brand and service design with experiential work. Comparable to Thwack in technology-enabled brand experience design, though operating at significantly larger scale and across digital + physical.
• Droga5: Accenture Song-owned creative agency with strong experiential and brand activation capabilities. Comparable as a broader incumbent offering tech-enabled, custom experiential activations for major global brand owners alongside its full-service creative work.
• McCann Worldgroup: Global advertising and brand experience network whose Momentum Worldwide subsidiary competes directly with Thwack. Comparable as a broad incumbent holding company whose experiential capabilities overlap with Thwack's enterprise brand activation offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ThwackInteractiveMarketing
• LinkedInlinkedin.com/company/thwack

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Thwack