Experiential Marketing's Reset Is Being Propelled By ‘Virtual Fatigue’

Digital should be part of a balanced use of interactive screens as in-person events retake center stage

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

“Enthusiastic caution” may be the most celebratory description for the current state of experiential marketing. Tugging at the imaginations of agencies and marketers is the idea that a backup plan and disaster preparedness must be baked into every program moving forward.

The crisis mode that gripped performance marketing agencies and brands since March 2020 may actually lead to a stronger year than initially predicted. As vaccinations rise, consumers’ pent-up demand for something physically social increases exponentially.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the May 3, 2021, issue of Adweek magazine. Click here to subscribe.