While the U.S. Open drew a record 737,872 attendees in 2019, this year’s tournament in Queens, N.Y., looks quite different. Players, including Serena Williams, Naomi Osaka and Andy Murray, are required to wear masks and socially distance. Most evidently, the stands at the USTA Billie Jean King National Tennis Center are completely empty. The 52nd…
As road trips remain the most popular and safest way to travel during the Covid-19 pandemic, RV purchases in the U.S. are seeing a boom expected to continue into fall. McCormick has found RV travel’s popularity an ideal opportunity to promote new seasonings, specifically for grilling. The spice and condiment brand partnered with peer-to-peer RV…
While watching prerecorded music performances on the couch at home has become the new norm for concerts, Visible is attempting to write a new pandemic-friendly festival playbook. For its latest experience, the Verizon-owned phone service has blended live performances from an actual venue with technology designed to give remote attendees control of their experience. Visible…
Miles Davis introduced new innovation and creativity to a generation of musicians. He didn’t just influence the sound of jazz trumpeters–he changed the direction of American music. This quote from the jazz legend sums up his key to success: “It’s not about standing still and becoming safe,” Davis said. “If anybody wants to keep creating,…
It takes four minutes to drive through the typical Los Angeles car wash, and coincidentally, it also takes four minutes to cook an Impossible burger. Impossible Foods found a way to tie both together, somewhat, this week as it dipped cautiously back into experiential marketing with “The Great Patty Pickup Party.” The event was staged…
The Macallan scotch whiskey brand usually leverages experiential tactics to introduce new products to consumers, be it through immersive theater or mixed reality. With the Covid-19 pandemic limiting physical innovation, however, the U.K.-based alcoholic beverage brand was forced to get creative digitally for the public-facing launch of its newest edition. To celebrate its new double…
Tito’s Handmade Vodka is normally a mainstay activation presence at U.S. music festivals, but with the Covid-19 pandemic canceling live music events this summer, the brand is filling the void with its own virtual concert series. The Fifth Generation owned brand will hold its first Tito’s Made to Order Music Festival, a four-part livestreamed event…
Key Insight: Making classes interactive was key to their success. The 92nd Street Y, the 146-year-old arts and cultural institution on New York’s Upper East Side, annually draws 300,000 visitors and holds more than 2,000 ticketed live events, talks and classes with talent ranging from A-list actors to Nobel laureates. As the pandemic in March…
To say it’ll be unusual and scary for U.S. students to return to school during a pandemic is an understatement. Teen Vogue is hoping to offer them some helpful, professional guidance for the fall semester with its latest virtual event. The Cond? Nast-owned publication will host its first virtual Teen Vogue Orientation on Aug. 14,…
As brands continue to invest in virtual experiences to connect with fans during the pandemic, Anheuser-Busch (AB InBev) celebrated multiple brands through music, tours and mixology classes for its first digital festival. The brewing company hosted its first virtual International Beer Festival timed to International Beer Day on Aug. 7. The free three-hour event was…
Over the past several months, touch has been increasingly removed from our daily lives. A recent study showed that 42% of American adults report feeling deprived of touch. A similar study in the New York Times found 42% of Americans also expected it to be at least a year before they’d be willing to shake…
Experiential marketing firm We’re Magnetic will close at the end of August due to Covid-19’s impact on the industry. The agency, with offices in New York, Los Angeles and London, announced its closure on social media and in a statement from chairman Rick Rathe. “We are living in unprecedented times and like so many others,…
LONDON–Notting Hill Carnival in London is one of the biggest street parties in the world, attended by two million people each year. It’s the biggest street party in Europe, and second in scale globally only to Rio’s Carnaval. The carnival usually takes place on the streets of West London over the last weekend of August…
Since Covid-19 lockdowns began in March, eating meals at home has been the norm for many Americans, naturally causing an increase in dirty dishes. As hand-washing dishes can be a water waster–Energy Star reports one post-meal pre-rinse can waste up to 20 gallons–Finish is encouraging consumers who own dishwashers to put their plates directly into…
Musso & Frank Grill has been a Hollywood institution serving red meat and stiff drinks since 1919, and in pre-pandemic days, it could have been the ideal spot for an HBO shindig for the Depression-era drama Perry Mason. But given Los Angeles’ Covid-19 cases have continued to climb this summer, the premium network had to…
Money can be a major source of stress in relationships, and the Covid-19 pandemic has undoubtedly heightened finance concerns for quarantined couples. SoFi wants to alleviate these concerns and help couples have financial talks through a live digital event. The online personal finance company will hold a session called Financially Ever After on Twitter Live…
After just one weekend of baseball, the possibilities for live sports are again in question during the era of Covid-19 as more than a dozen Miami Marlins players and coaches tested positive for the virus. So what are sports marketers (and sports fans) to do? According to Shizuka Suzuki, assistant vp of sponsorships and experiential…
While the Covid-19 pandemic has forced many brands to pause or pivot their campaigns since March, Country Crock Plant Butter found an opportunity to execute a social good campaign to support struggling small businesses and consumers. The dairy-free butter, which the Upfield-owned company debuted in 2019, teamed with agency BCW Global for #HomeboundBirthday, a social…
Thousands of fans flock to San Diego Comic-Con every July, but with Covid-19 canceling this year’s massive pop culture convention, organizers have spent the past three months programming online panels, exhibit halls and activities for Comic-Con @ Home. FX Networks, which has had an experiential presence at the event for seven years, fully pivoted planned…
More than 14 million kids and adults attend camp each year, according to the American Camp Association, but the Covid-19 pandemic has made the summer pastimes quite different in 2020. With large, in-person gatherings still unsafe, online camps from home have become a temporary new norm. Brands have hopped on the trend–launching free, interactive programs…
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