3 Creative Ways Brands Have Pivoted Their Experiences to Offer Self-Isolation Entertainment

Marketers have opted for virtual and surprise-and-delight tactics

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The COVID-19 pandemic has forced brands to postpone or cancel in-person events for the foreseeable future, so marketers are adapting their experiential strategy to connect with people in self-isolation.

“Pivoting” is the buzzword experts have pushed the past few weeks, and brands are beginning to show what that means with stunts and digital experiences that don’t require consumers to leave home. In fact, they encourage staying home.

Deb Gabor, CEO of brand strategy consultancy Sol Marketing, said brands can be successful right now if they focus on connecting with established fans in interesting ways rather than trying to acquire new customers through selling products.

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This story first appeared in the April 6, 2020, issue of Adweek magazine. Click here to subscribe.