Are Drive-Ins The Future Of Experiential Marketing?

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.