communitybuilding

Brands recalibrate to community-building during quarantine

Experiential marketing is in freefall. From the coronavirus-related postponement of the Summer Olympics to empty commuter trains and roads, marketers from numerous industries are scrambling to salvage marketing campaigns built around in-person experiences by pivoting to digital and mobile efforts — forcing them to retool their tried-and-true methods of connecting with audiences.

Some brands, such as automakers Ford, Hyundai and Toyota, opted to rework spring campaigns meant to entice consumers into dealerships for spring sales events and instead publicize their respective financial relief programs. Others, however, are dabbling with more interactive ways to forge ties during the coronavirus-related quarantine while

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