In-Person Brand Experiences Are Making a Comeback—If You Have a Car

Activations are still possible when following strict regulations

a girl in a car flashing hand signs while wearing a mask and another girl stands behind her in front of a roller coaster while also wearing a mask
HBO Max held a car-friendly premiere for its comedy Unpregnant, which also tied into its road tripping theme. Getty Images
Headshot of Ian Zelaya

The Covid-19 pandemic has devastated the experiential industry this year, forcing brands to cancel pop-up events and agencies to lay off staff and close entirely. But as Americans get used to living with public restrictions, in-person events are returning—for those with access to a car, at least.

This story first appeared in the Oct. 5, 2020, issue of Adweek magazine. Click here to subscribe.
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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