05.15.20
By Lisa Major
No one could have ever predicted that in the year 2020, a pandemic would bring the world to its knees. Humans adapt, and we adjust, but there is so much desire to get back out into the world to do the things we love. And we’re starting to see little glimmers of hope as some states begin to reopen. Consequently, for experiential marketers, it’s time to prepare for what lies ahead. In this week’s Happy Hour roundup, we bring you some ideas and tips on how to navigate brand experiences during COVID-19. We also discuss the revival of the drive-in and how it may play an important role in getting the industry moving again.
“The power of human connection has never been more important.” ~Department Zero
As regions of the country begin to reopen, people will once again be allowed to travel, visit their favorite restaurants, and return to normal, albeit a new normal. And as reopening progresses, experiential marketing will also return. Although to be successful, brands and agencies will have to make some adjustments to adapt to the new normal. In this article, Department Zero outlines four things to consider when planning future brand experiences in 2020 (and beyond).
“With cars serving an effective role in maintaining a safe social distance, a space as simple as an empty lot can serve as a blank canvas for a creative brand experience.” ~Rob Patterson, Inspira Marketing
Drive-in movie theaters were wildly popular in the 1950s and 1960s, but as time went on, the novelty fizzled, and most closed down. Enter 2020, the year of the COVID-19 pandemic and drive-in movies are making a huge comeback – and it’s a brilliant move. The drive-in or drive-up experience may also be the answer to getting live brand experiences back up and running sooner rather than later. Read on to learn more about how drive-ins are serving as an inspiration for socially distant live experiences.
“With the latest crisis changing consumer habits and behaviors, experiential marketing will require a bit of an adjustment to succeed now and in the future.” ~AdAge
Experiential marketing is a powerful strategy that allows brands to engage with consumers directly, and it has taken the brand-to-consumer relationship to a level that traditional tactics could never achieve. But one thing that makes experiential so successful is the in-person aspect. Unfortunately, the COVID-19 pandemic took the industry from booming to almost non-existent. If anything, experiential marketers have learned to adapt and innovate during this crisis, and moving forward, they will need to come up with actionable plans to future-proof their strategies. Here, eight experiential marketing experts share their viewpoints on how marketers can succeed now and in the future.
We hope you enjoyed this week’s Happy Hour! Join us again next week as we dive into more experiential marketing news, tips, and trends. Cheers!
