Student Beans House Party: Bringing brands and Gen Zalpha students together

As autumn nights draw in, one thing lights up student calendars everywhere: party season.

Whether it’s house parties, flat gatherings, or nights out that stretch till sunrise, these are the moments friendships are forged and stories are made. For brands, showing up in these spaces is both about being seen and about becoming part of the memorable stories students tell.

That's why Pion's student marketplace Student Beans teamed up with Papa Johns, Tinder, Lovehoney, Samsung and Logitech to give students the opportunity to discover the brands in the most memorable way possible: a party! The Live Large House Party (yes, that House Party, co-owned by Stormzy) brought hundreds of students under one roof for an exclusive, one-day event designed to connect them directly with the brands they love.

Five immersive, high-energy rooms, each owned by a major brand that understood how to turn vibe into value.

Here's why the event was such a success...

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Tinder: The kitchen for sweet connections

Every party ends up in the kitchen, right? For the Live Large House Party, it’s where Tinder brought the heat. A Pick n Mix station, drinks in branded red cups, and a full-body mirror for selfies set the mood. Add a DJ and a dance-off, and you had the perfect formula for fun, confidence, and connection.

“The Tinder room has free sweets, so I really enjoyed that. It’s a good place to mingle with other students as well, so I absolutely loved it.”

–Student Beans House Party male attendee

For Tinder, the activation did exactly what the app does best: spark real-world chemistry. The kitchen setting was more than symbolic: it gave students a relaxed, authentic space to meet, talk, and see the brand in action. Instead of swiping, they were chatting face-to-face — a natural extension of Tinder’s purpose to bring people together.

The takeaway?

‍Go where your brand feels most natural in the student experience — that’s where genuine connection happens.

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Papa Johns: The basement built on good vibes (and carbs)

Follow the smell of melted cheese and laughter, and you’d find Papa Johns holding court in the basement. Free pizza slices, drinks, a prize wheel, and giant Jenga made from pizza boxes — the formula was simple: comfort, community, and competition.

“My favourite part of the party has been the Papa Johns room. I love Papa Johns pizza, it’s a vibe. Papa Johns for the win!”

–Student Beans House Party attendee

For a brand that wants to be the go-to for any student night, this setup was perfect. Papa Johns didn’t just feed the crowd — it fuelled it. The room became a social hub, proving that sometimes the most effective brand presence is the one that keeps people together, happy, and coming back for another slice.

The takeaway?

Own the “essential” moments. When your brand becomes part of students’ rituals, loyalty follows naturally.

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Samsung: The living room, reimagined

Upstairs, Samsung transformed the living room into a space to chill, snap selfies, and even uncover a secret gaming den. With Fresh Prince of Bel-Air looping on a Samsung TV and a chance to win the brand-new Galaxy S25 FE, it felt both nostalgic and futuristic, just like the brand itself.

“We had the chance to take lots of pictures, so it was really good. Shoutout to Samsung because I love my polaroid!”

–Student Beans House Party female attendee

For Samsung, the goal was clear: shift perception. The tech giant isn’t always seen as “fun” by younger audiences, but here, surrounded by music, friends, and photo ops, it became part of their night in the best way. The room felt effortless: tech as enabler, not centrepiece.

The takeaway?

If your audience sees you one way, surprise them. Reframing your brand in unexpected contexts builds new relevance and emotional equity.

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Lovehoney: Turning up the heat in the parents’ bedroom

No student party would be complete without a little mischief, and Lovehoney fully embraced that brief. In the Parents’ Bedroom, students were invited to spill their funniest Freshers’ confessions on the wall, pocket cheeky sweets, and try their luck at winning an advent calendar worth £500.

Oh, and hundreds of vibrators were given away.

Add a drag queen hosting karaoke, and the result was high-energy, body-positive chaos.

“I got a free vibrator! (…) The love honey set up is fun, I like how they’ve got karaoke as well, and I just love watching people sing.”

–Student Beans House Party female attendee

For Lovehoney, the activation was pitch-perfect. It blended boldness with playfulness while championing self-confidence (in true Lovehoney fashion). By leaning into humour and inclusivity, Lovehoney didn’t just entertain; it empowered.

The takeaway?

Authenticity starts with owning what you stand for. If you can make your brand stand out to Gen Zalpha, they'll remember you.

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Logitech: Nostalgic gaming in the kids' bedroom

Rounding off the night, Logitech turned the Kids’ Bedroom into a gamer’s dream zone — complete with foosball, Mario Kart, and bed-top chill areas. Tech giveaways kept excitement high, but the atmosphere stayed casual, friendly, and perfectly on-brand.

“Logitech was my favourite room. Because there were some beds you could chill on, and a Mario Kart game.”

–Student Beans House Party female attendee

The challenge Logitech tackled was clear: how to connect tech with lifestyle. By creating a space that felt more like play than product placement, they showed students that Logitech gear is about performance, but also about fun, creativity, and connection.

The takeaway?

Find the overlap between your product and your audience’s passions, to turn that engagement into advocacy.

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Beyond the party: What brands can learn

The Live Large House Party wasn’t just a hit on social media — it was a blueprint for how brands can show up meaningfully in student life. Across every room, five themes stood out:

Relevance beats reach

Each activation worked because it spoke the students’ language — visually, emotionally, and culturally.

Participation drives perception

Students didn’t just consume these brand moments; they co-created them. That two-way energy builds deeper brand love.

Play pays off

From games to karaoke, the event reminded brands that fun is a powerful vehicle for connection — especially with Gen Z.

Authenticity wins

Whether it’s Lovehoney’s bold honesty or Samsung’s chill surprises, real always resonates.

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And beneath it all was one simple truth: these activations worked because they started with understanding — of students’ needs, their humour, and the communities they build.

At Pion, we help brands turn verified student audiences into loyal customers through gated discounts, secure verification, and campaigns that connect culture with conversion.

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