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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.
Pandemic-proof virtual festivals, hybrid experiences and drive-in activations are now part of a new normal for brands’ overall consumer engagement strategy. While it’s still unclear whether “normal” in-person activations will be able to bounce back in 2021, marketers now have lessons from nine months of pivoting that they can apply to future projects—whether they’re occurring in a pandemic or otherwise.