Drive-In Experiences You’re About to See Everywhere This Summer
Digital events have been a good alternative to events for the past several months. But Zoom fatigue is real. People are increasingly eager to get out of the house (safely) and experience as many things they can – but from a distance. And while brands have experimented with different ways to engage consumers during the pandemic, one tactic, in particular, seems to be checking off the boxes. And on top of that, it’s something that we are all familiar with (ok, maybe those of us born before 1990).
Drive-ins have become the experiential marketing industry hero during the pandemic. They remove the challenges that come from enforcing social distancing protocols. From concerts to safari-like experiences, the drive-in/thru options are limitless. One prime example: Wolffer Estate Vineyards created a drive-thru that allowed consumers to pick up a bottle of Rose in the Hamptons. Check out this recent article for some ideas surrounding what’s predicted to be the summer of drive-ins.
Jagermeister Goes on Tour to Support UK Bars
For most people, summer is a time to be spent outdoors, recreating, and vacationing with friends and family. But summer 2020 was and continues to be, different. However, even with strict social distancing rules still in place, people are looking for ways to live their lives as normally as possible. In the UK, Jagermeister wants to pitch in and provide people with a sense of summer normalcy. Enter the “Jagermeister Ice Cold Convoy”.
The traveling bar is visiting pubs and bars throughout the UK, serving up drinks. To ensure the summer vibes stay supercharged, the vehicle is also equipped with a DJ booth. In addition to serving up Jagermeister at these on-premise locations, consumers can also book a visit from the Convoy for gatherings of 5 people in their own gardens.
Why Comic-Con ‘At Home’ Was a Bust
For more than 50 years, Comic-Con has brought together superheroes, sci-fi nuts, and everything in between. But as with all large events in 2020, Comic-Con had to make a massive decision, which led to the creation of Comic-Con@Home. The digital event series included both live and recorded panels, but despite the quick thinking of organizers to pivot quickly, the event fell flat.
Compared to the hundreds of thousands of attendees that normally flock to the event, there was over a 90% decrease in social media shares and activity. The videos that did do well incorporated live interaction that included viewer engagement, but many of the pre-recorded videos got lost in translation. Were there lessons to be had for other event organizers? Yup.
Ethics Can’t Go on Hold While Marketers Navigate the Pandemic
The marketing discipline has many times been seen as opportunistic. When it comes to younger consumers especially, there is a lack of trust and suspicion that marketers are crafting whatever message they can come up with to ensure the success of a brand, whether it’s authentic or not. As a result, brands are now held to a different standard.
Ethics plays a large part in driving the longevity of brands, with many people seeking brands that align with their values. But during times of uncertainty, when brands are desperate to stay afloat in a fast-moving economic downshift, sometimes there is a risk in losing sight of right and wrong.
As this Drum article points out, it’s crucial for brands to stay strongly tied to their moral compass, especially during the Covid-19 pandemic. The article goes on to outline the areas that are the easiest to control, which includes maintaining a diverse team and combatting hate speech.