In these socially-distant times, brand activations are evolving to accommodate adequate safety measures at events while still engaging consumers and creating an impact. And in light of this, brand marketers have begun to incorporate the automobile into activations to keep consumers safe during the experience, according to coverage in Event Marketer.
Take Netflix, which is planning a drive-thru activation to celebrate its sci-fi series “Stranger Things.” Come October, consumers will experience an immersive theater activation from the safety of their own cars. As attendees navigate the multi-level experience, live actors playing the series’ characters will perform, special effects will be used and the elaborate scenes from the show will come to life in chapters.
Nissan is another brand that has incorporated the car into experiences—but this time with a drive-in. As part of its sponsorship of CHI-Together, a socially-distanced experience in Chicago with live performances and movies, the brand incorporated rotating static displays on event screens, offered a product specialist to discuss specs of a Nissan Sentra vehicle on display and gave out swag, including USB cords and fans, from the car’s trunk. It’s also giving local Nissan dealers free tickets to the event in order to incentivize test-drives.