Adapting to Crisis

Tennis Channel Holds First Drive-In Viewing Event as Sports Return to Fanless Stadiums

Pop-up at local theater kicked off the Credit One Bank Invitational in South Carolina

Photo of people watching the Tennis Channel online
The pop-up took place June 23 for opening night coverage.Mic Smith Photography
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By Ian Zelaya

 

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The live music and film industries have started using drive-in events to safely engage consumers during the Covid-19 pandemic beyond the virtual space. Live sports including tennis, which are returning to fanless stadiums, might be next to leverage the social distancing-friendly experiential marketing tool.

To kick off the Credit Bank One Invitational in Charleston, S.C. on June 23, tournament sponsor Tennis Channel held its first live, drive-in viewing event. The network partnered with the local Terrace Theater to host the pop-up activation for guests in 26 cars.

Neil

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Headshot of Ian Zelaya

Ian Zelaya

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.

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