Year in Review

10 Takeaways From Brand Activations That Adapted to Crisis in 2020

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

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

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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.

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Ian Zelaya

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.

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