10 Takeaways From Brand Activations That Adapted to Crisis in 2020

Marketers can apply these lessons to future experiences, even post-pandemic

Brand activation photos from HBO Max, Fisher-Price, T-Mobile and Wendy's
Brands such as HBO Max, Fisher-Price, T-Mobile and Wendy's got creative with limitations. HBO Max/Tool of North America, Fisher-Price, OnePlus and T-Mobile, Jordan Strauss for Wendy's

The Covid-19 pandemic devastated experiential marketing as we knew it in 2020, but the physical limitations it presented brands and agencies also brought about innovation.

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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.