Inside Sundance’s Sponsor Strategy for First Virtual Film Festival

Reimagined event tasks partners with developing content that resonates with remote audiences

Sponsors created 30-second branded content spots and activations within a virtual Main Street. Sundance Film Festival

The Sundance Film Festival was one of the few major events able to occur in 2020 before the Covid-19 pandemic began. But a year later, as Covid-19 cases and deaths reach record highs in the U.S., the event is following the lead of most major festivals and conferences for the past 10 months: canceling in-person plans and going (mostly) virtual. 

ian.zelaya@adweek.com 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.