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The middle of May is normally a time for high school proms, college commencements and graduation parties, but the Covid-19 pandemic has made those moments impossible for the class of 2020.
As millions of students in the U.S. are missing out on traditional graduation experiences, brands are stepping in to offer some quarantine-friendly alternatives: virtual proms and commencements.
Paul Soseman, CEO of experiential marketing agency Department Zero, notes brands are seeing the benefit in hosting these experiences because they make it possible for graduating students to still share memorable moments with family and friends, albeit in a nontraditional way.
“Brands sponsoring or being involved with graduation isn’t anything new, but now they have a captive audience that can definitely see their messaging.