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Brand Activations in 2021: What Brand Ambassadors Can Expect

Brand activations are slowly returning, but of course, the reality of public health and safety concerns due to COVID-19 is undeniable. As a result, brands and marketing agencies are creatively implementing health and safety protocols into activations and events. 

So what does this mean for brand ambassadors? In short, events and the brand ambassador role is evolving to meet the demands and expectations of consumers in a COVID-19 world. Below, we take a look at what brand ambassadors can expect in the new era of brand activations along with new roles that are popping up.  

Emerging Activation and Event Trends 

Photo: Continental Tire

With change comes the need to adapt and evolve. Early on in the pandemic, experiential marketers and event planners worked quickly to reimagine activations and events in the age of social distancing.  The following solutions have seen great success amid the pandemic:

  • Drive-in and drive-through activations – consumers participate in brand experiences from the safety of their vehicles
  • Virtual events – all event elements are presented to attendees using a digital platform
  • Hybrid events – combines live, in-person events with virtual, online components
  • Pop-up shops and activations – this tactic has been around for a few years, but we are seeing even more brands, especially retailers, implementing this strategy

Event Health and Safety Protocols 

Marketers, event staffing agencies, and event producers are going above and beyond to keep events and activations safe. Brand ambassadors should familiarize themselves with the CDC’s recommendations for events and prepare for event protocols and procedures that may consist of: 

  • Health and safety training on event-specific policies as well as local, state, and federal guidelines.
  • Symptom screenings:
    • Staff should expect to be screened over the phone before the activation and upon arrival to each shift.
    • Attendees/participants may be screened at the discretion of the organizer though it is recommended for indoor events and activations.
  • Mandatory masks and or clear face shields for indoor events and for outdoor events when social distancing is not possible.  
  • Hand-washing and hand sanitizing stations will be more prevalent, and frequent hygiene breaks will be encouraged for staff.
  • Regular cleaning and sanitization of touchpoints.
  • Signage to promote social distancing and good hygiene.
  • An emphasis on communication between all parties.
  • Low contact/no-contact premium giveaways and sample distribution, digital swag, shipped premiums for virtual event attendees.
  • Staff “bubbles” for certain types of events.  

Emerging Roles During COVID-19: Event Safety Ambassadors and Compliance Staff

COVID-19 safety ambassadors and compliance staff handle a variety of tasks to keep event attendees/participants safe and healthy. Some of their responsibilities involve: 

  • Greeting and welcoming guests, and informing them of safety requirements and guidelines.
  • Distributing PPE such as masks, hand sanitizer; and event safety literature.
  • Serving as a resource for attendees who may have questions regarding safety policies and addressing any concerns.
  • Administering participant symptom screenings such as questionnaires and temperature screenings.
  • Monitoring and promoting social distancing, hygiene, and proper mask usage.
  • Crowd control and line management. 
  • Tracking the number of people entering the activation footprint or venue to adhere to capacity limits.
  • Frequently cleaning and sanitizing high-contact areas. 
  • Providing general safety support.

Colleges, retail stores, workplaces, and job sites also use safety ambassadors and compliance staff giving brand ambassadors even more opportunities to work in this capacity. 


While you’re here, be sure to check out ATN’s brand ambassador job board to see the latest events and activations that we are hiring for!