[Article links updated. Originally published on May 3, 2019.]

When we use the term experiential marketing, those of us in the industry describe it the same way: an immersive experience that shows customers how a brand fits into their lives while allowing those brands to form long-term connections with consumers.

The pandemic drastically altered how live experiences are produced. While festivals and large gatherings are still on hold, the emergence of open-air, car-focused events allows consumers to experience an engaging and unique branded touchpoint to enjoy from the comfort of their vehicles.

Pop-up drive-thru and drive-in events offer a welcome and effective option for engaging consumers who spent most of 2020 attending virtual events through laptop and smartphone screens. Through these (from a distance) in-person interactions, brands can safely create shareable and memorable experiences.