Experiential Marketing Didn't Die in 2020—It Went Fully Digital

For brands like Shake Shack, digital and physical touch points will continue to merge as recognition technology personalizes offers and experiences

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The cautious return of larger gatherings to everything from sports stadiums to restaurants has experiential marketers thinking about what the reset of in-person programming will mean in 2021.

Despite signs of digital fatigue among most consumers, the expectation that the pandemic only accelerated the move toward hybrid digital and virtual experiences has taken hold among experiential marketers.

That’s the view of Marc Blanchard, chief experience officer of Chicago digital agency Bounteous. The case he wants to make is that experiential activations weren’t suspended in 2020; experiences simply became completely digital.

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