In-Person Brand Experiences Are Making a Comeback—If You Have a Car

Activations are still possible when following strict regulations

a girl in a car flashing hand signs while wearing a mask and another girl stands behind her in front of a roller coaster while also wearing a mask
HBO Max held a car-friendly premiere for its comedy Unpregnant, which also tied into its road tripping theme. Getty Images

The Covid-19 pandemic has devastated the experiential industry this year, forcing brands to cancel pop-up events and agencies to lay off staff and close entirely. But as Americans get used to living with public restrictions, in-person events are returning—for those with access to a car, at least.

This story first appeared in the Oct. 5, 2020, issue of Adweek magazine. Click here to subscribe. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.