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

Brand activation photos from HBO Max, Fisher-Price, T-Mobile and Wendys
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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By Ian Zelaya

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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

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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