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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.