Welcome to the Hamptons, where every day is another sponsored brand activation

On a Friday afternoon in July, Kendall Jenner’s tequila brand 818 transformed The Surf Lodge’s waterfront beach club into a tequila lover’s paradise.

Guests sipped on one-too-many frozen 818 margaritas (made in Ninja SLUSHi machines) and cans of creator Alix Earle -backed cocktail brand SIPMARGS, cooled off with Shark’s new ChillPill handheld fans , and snacked on Popeyes chicken tenders — part of the fast-food chain’s summer-long partnership with The Surf Lodge .

Creators including Halley Kate McGookin, Lilly Sisto, and Carly Weinstein mingled with media, customers, and friends of the brand as DJ duo Two Friends performed against the Montauk sunset.

Credit: Sansho Scott/BFA Credit: Sansho Scott/BFA The party marked National Tequila Day, but it was only one piece of 818’s "Best Summer Ever" campaign.

Throughout the season, the brand served tequila and frozen slushies at bars out East and wrapped a jitney in 818 branding.

The Hampton Jitney is the coach service that shuttles passengers between New York City and eastern Long Island.

The brand also brought influencers and members of its online community to Montauk for a getaway that included two nights of accommodations — designed to look every bit as enviable online as it felt in person.

Credit: Sansho Scott/BFA Credit: Sansho Scott/BFA Elaborate as that may sound, 818 was hardly an outlier.

Spend a summer weekend in the Hamptons, and there’s a decent chance you’ll encounter a brand activation before you find a parking spot.

SET Active took over Amagansett’s iconic Clam Bar for one night, promising lobster rolls, games, custom keychains, and early access to its Coastline collection. (More than 200 people marked themselves as attending.) Cowboy Colostrum brought several newly famous Love Island USA contestants to both Sag Harbor and Montauk for one of their first brand trips after leaving the villa.

Armani Beauty gathered celebrities and creators at The Surf Lodge to introduce its new Dolci Blush.

WashWise invited female founders, executives, and creators to a morning of yoga, cold plunges, saunas, and mini therapy sessions in Montauk.

View this post on Instagram View this post on Instagram The list of activations goes on.

Of course, branded events in the affluent zipcode(s) are nothing new.