Michael Schneider Variety Editor at LargeIn this social media age, experiential events have become a crucial part of entertainment marketing plans.
Instagram-friendly pop-ups had become common in recent years — Netflix turning a Baskin-Robbins location into the Scoops Ahoy ice cream parlor from “Stranger Things” or Amazon Prime Video taking over the Hollywood Athletic Club to promote its Emmy contenders, for example.But then came the pandemic.
And marketers were forced to quickly pivot to safe, socially distanced events like drive-in premieres and virtual events such as online watch parties.
But as vaccination rates continue to rise, marketers are aiming to balance those digital experiences with more in-person encounters.
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