The lockdown has put a huge strain on marketers who turn to experiential campaigns to get the word out. Entertainment brands, for example, rely on major confabs like SXSW or Comic-Con to draw viewers into the worlds of their various shows and films, but now they have to think more creatively to lure them in.
This year, however, the lockdown presented a huge snag. “Once COVID-19 hit, we were tasked with how to make noise and build awareness in new ways,” Tabuas says.
Read the full Ad Age article here.