Are Drive-Ins The Future Of Experiential Marketing?
Drive-in events have emerged as the best way to host experiential events amidst a pandemic.
Experiential events have undergone an evolution in the midst of the coronavirus pandemic.
Heading into 2020, in-person experiences were celebrated as a valuable way to market to consumers and influencers. Then lockdowns started happening and the experiential events moved largely to the digital world. Now that lockdowns are slowly starting to lift, a retro type of event has re-emerged as the premier way to host experiential events in a socially distanced world: the drive-in.
Before this year, drive-in theaters were seen as a charming relic of a bygone era. They were fun for a novelty movie experience if you could find a nearby location, but with movie theaters (not to mention streaming services) conveniently in reach, the drive-in business model wasn’t exactly flourishing.
However, this year has witnessed the resurgence of the drive-in experience as one of the best ways to keep experiential moments alive during COVID-related restrictions on events. Not only are new movies debuting in drive-ins (some new releases are even hosting drive-in premieres) but brands are taking advantage of this innovative workaround to host safe events.
This works best for entertainment-related events like television shows and movie premieres, or presentation-centered events like a panel or workshop, where attendees can watch from the comfort of their own cars. Another option is to host a drive-through event where attendees can drive through an activation (like this “drive into” experience for Netflix’s Stranger Things) which lends itself well to art installations and visual moments.
If you are considering hosting a drive-in event of your own, think about how you can highlight your brand’s values and products through the drive-in format. Entertainment properties are obvious candidates for this event style, but drive-ins could lend themselves to a number of industries. A clothing brand could host a drive-in fashion show, for example. A beauty brand could partner with a popular beauty influencer to teach a beauty workshop featuring a new product line, with guests practicing along from within their vehicles. Get creative about how you can center your brand through this format of presentation. You’ll also want to put a lot of attention into ensuring that your event is adhering to local safety regulations and keeping everyone protected and healthy at the event.
Planning a drive-in experience is no simple task, but they are a fun way of creating an interactive experience when such moments are at the moment rare. And if you need a helping hand, Lytehouse can work with you to plan and execute your drive-in experience from the initial idea to post-event reporting.
Creating Experiential Moments, Digitally
With the halt of in-person events, experiential marketing has had to get creative and shift to the digital world.
Heading into 2020, experiential marketing felt like the way of the future; even in our digitally connected world, in-person experiences were found to be the best way to capture the attention of influencers and consumers alike.
With the increasing spread of the coronavirus pandemic across the globe, the concept of experiential marketing has drastically shifted. How can you have experiential moments when people cannot come together for in-person events?
We cannot say when product launch parties, influencer dinners, and other types of experiential activations will return again, but based off of statements from political leaders, it is safe to assume that it will be a while before we can return to this type of in-person marketing.
However, we have already seen brands shift their experiential plans to the digital world. The way we cultivate connections between brands and audiences may look a little different than it did at the start of the year, but there are still ways to create interactive and valuable experiences digitally.
Livestream Content
One of the biggest trends that we’ve seen emerge over the past month is the growth of livestream content. Instagram Live videos, Twitch streaming, and other live video content have become major parts of people’s viewing experiences.
Without in-person events, livestream content gets close to replicating the feeling of interacting with others in real time. Most platforms allow audiences to ask questions and receive answers in real time, and you can reach a large number of people by streaming online.
Virtual Conferences and Festivals
The world of conferences and festivals has been rattled by social distancing measures, but plenty of companies have found ways to pivot their in-person events to digital experiences.
The Girlboss Rally, for example, was planning on hosting an in-person event in Los Angeles this April. When California announced strict social distancing measures to combat the spread of coronavirus, The Girlboss Rally switched to a free digital event, with conversations live streamed to audiences around the world. DJs like Diplo and Major Lazer have hosted live sets from their homes in lieu of concerts, finding ways to connect with their fans while still social distancing.
Virtual conferences will likely continue to remain a trend until we find ways to safely end social distancing measures. While these virtual events lack the face-to-face component of in-person events, one benefit is that they have the ability to reach a much larger audience. People from around the globe can tune in with relative ease, unconstrained by travel costs and logistics.
Video Conferencing
Video conferencing platforms like Zoom and Google Hangouts have seen a large uptick in usage as both professional and personal meetings have pivoted to the digital sphere. Brands and agencies can use these platforms to host interactive “meetings” with influencers, media, and consumers.
Video conferencing allows for a larger degree of interaction than livestream content, making it an ideal setting for anyone looking to foster relationships and have in-depth conversations while social distancing. However, this approach is best suited for smaller groups to keep that personalized feeling.
Augmented Reality
Technological advances in AR have allowed for brands to experiment with practical applications over the past few years, but the current state of the world emphasizes the value of AR even more. Beauty brands in particular have seen a lot of success with AR, as customers can use filters and apps to virtually try on different shades and test out new products before purchasing.
AR takes time and money to develop, and it won’t work for every brand, but it is an avenue worth exploring if customers typically rely on testing out products before purchasing.
While our world has shifted away from in-person events for the time being, there are still plenty of ways to engage audiences through digital experiences. Need help developing digital marketing strategies? Contact us for help.