{"id":1529,"date":"2021-03-10T17:30:00","date_gmt":"2021-03-10T17:30:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/socially-distanced-brand-experiences\/"},"modified":"2026-05-26T15:43:43","modified_gmt":"2026-05-26T15:43:43","slug":"socially-distanced-brand-experiences","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/socially-distanced-brand-experiences\/","title":{"rendered":"Socially-Distanced Activations: Keeping Attendees Engaged and Safe"},"content":{"rendered":"<p><!----><\/p>\n<section class=\"c-copy-block py-5 2xl:py-10\">\n<div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\">\n<p>It\u2019s one of the most important protocols designed to help us maintain health and safety in the wake of the pandemic &#8212; the six-feet-of-distance rule. For event marketers and the events industry as a whole, the need to socially distance ourselves from one another has dramatically changed how we develop and design brand experiences. <\/p>\n<p>By now, we\u2019re all very familiar with virtual events (from <a href=\"https:\/\/wearesparks.com\/blog\/virtual-events-success\" target=\"_blank\" rel=\"noreferrer noopener\">building a smart strategy<\/a> to getting <a href=\"https:\/\/wearesparks.com\/blog\/new-normal-in-events\" target=\"_blank\" rel=\"noreferrer noopener\">creative with execution<\/a>, battling audience screen fatigue and<a href=\"https:\/\/wearesparks.com\/blog\/sound-and-digital-brand-experiences\" target=\"_blank\" rel=\"noreferrer noopener\"> the power of audio<\/a>). As we anticipate the return to live events, we\u2019re shining a light on another important aspect of post-pandemic experiential marketing &#8212; outdoor\/socially-distanced experiences. <\/p>\n<p>Nearly all kinds of gatherings, from graduation and birthday parties to major experiential events, have transitioned to keep guests socially distanced &#8212; in a multitude of ways. Brand experiences in particular, have ranged from pop-ups to <a href=\"https:\/\/wearesparks.com\/work_experiential\/b8ta-mobile-holiday-roadshow\" target=\"_blank\" rel=\"noreferrer noopener\">mobile marketing tours<\/a> to other kinds of outdoor experiences. What\u2019s clear is there are lessons to be learned from marketers who, even pre-pandemic, made outdoor events a regular part of their program. <\/p>\n<p>In this post, we\u2019re exploring how brands are making outdoor and\/or socially-distanced marketing part of their event strategies, and how incorporating aspects like food and beverage moments or local flavor can make a difference. Let\u2019s take a closer look at some socially-distanced brand experiences.<\/p>\n<h2><strong>The Bumble Bodega Delivers an Experience Catering to Local Consumers<\/p>\n<p><\/strong><\/h2>\n<p>In a nod to the city\u2019s beloved breakfast treat &#8212; the bacon, egg, and cheese &#8211;, Bumble serves up a delicious activation in New York City, taking over a handful convenience stores to give out the sandwich, swag, and build brand awareness at the same time.<\/p>\n<p>\u201cFrom Feb. 19-26, the \u2018Bumble Bodega\u2019 took over spots in various neighborhoods throughout the city, including Andy&#8217;s Deli in the West Village, offering free sandwiches, hot coffees and tote bags to those customers who showed their Bumble Date, BFF or Bizz accounts,\u2019 notes <a href=\"https:\/\/www.bizbash.com\/production-strategy\/experiential-marketing-activations-sponsorships\/media-gallery\/21307809\/hungry-take-a-peek-inside-the-bumble-bodega\" target=\"_blank\" rel=\"noreferrer noopener\">BizBash<\/a>. \u201cThe delis were outfitted with the app\u2019s signature black-and-yellow color scheme with branded awnings, signage, food wrappers and cup holders.\u201d<\/p>\n<p>What makes socially-distant brand experiences like this one compelling is that it provides people with an experience that\u2019s fun, memorable, and maintains safety &#8212; all important in this current era. A key marketing strategy right now is meeting fans on a local level, given the complications around travel. In one of most distinctive cities in the world, it makes sense for the dating app to launch a micro-event that not only boosts its brand, but ties into the wants of its local community and creates a more personalized experience. <\/p>\n<p>Delivering a tri-state-area treat (the BEC as it\u2019s known in NYC and surrounding towns) is a great way to pique the interest of New York consumers, and it shows the brand has a clear understanding of how to reach its audiences. It also includes a giveaway, giving people something tangible to not only remember the experience, but keep the Bumble brand top-of-mind. Most importantly, it keeps people socially distant but maintains a connection. <\/p>\n<h2><strong>French\u2019s MustSwitch <\/p>\n<p><\/strong><\/h2>\n<p>Pass the mayo? That\u2019s exactly what French\u2019s Mustard is asking people to do at an upcoming pop-up experience. The way it works is, when people trade in a jar of mayonnaise, they\u2019ll get a tasty sandwich, the <a href=\"https:\/\/abcnews.go.com\/GMA\/Food\/top-chef-judge-tom-colicchio-creates-mustard-braised\/story?id=76226338\" target=\"_blank\" rel=\"noreferrer noopener\">MustSwitch<\/a>, prepared by none other than famous chef Tom Colicchio. The one-day event takes place at Colicchio\u2019s NYC restaurant, Craft NYC. <\/p>\n<p>\u201cCustomers who don&#8217;t have a jar of mayonnaise to trade in can take the \u2018MustSwitch pledge\u2019 as payment for the sandwich, which is made with a flank steak braised in French&#8217;s classic yellow mustard and marinated in McCormick spices,\u201d notes <a href=\"https:\/\/www.marketingdive.com\/news\/frenchs-swaps-mayo-jars-for-new-mustswitch-sandwich-at-pop-up\/596108\/\" target=\"_blank\" rel=\"noreferrer noopener\">MarketingDive<\/a>. \u201cFrench&#8217;s will donate any unopened jars of mayonnaise that people bring to the pop-up to food banks in New York City.\u201d<\/p>\n<p>What makes this particular experiential activation stands out is it\u2019s inclusion of both a gourmet sandwich and a charitable cause. The gourmet aspect is notable as more and more people have tried their hand at cooking various new dishes during the pandemic.<\/p>\n<p>\u201cStuck-at-home Americans cooked gourmet sauces, tried new recipes and cleared spice racks during the pandemic,\u201d observes <a href=\"https:\/\/www.cnbc.com\/2020\/12\/29\/even-after-pandemic-companies-may-have-to-cater-to-a-nation-of-aspiring-chefs-foodies.html\" target=\"_blank\" rel=\"noreferrer noopener\">CNBC<\/a>.<\/p>\n<p>So an activation such as this caters to foodies, something more timely than ever. It also incorporates a social media moment. In a world where so many people take to the \u2018Gram to share their delicious meals, you can bet a good deal of people who visit the pop-up event will want to share the sandwich on their timelines. All examples of how to tap into what your audiences are looking for and how to meet their needs. <\/p>\n<p>But what socially-distanced brand experiences like this one speak to the most is how to reach people in a way that\u2019s safe &#8212; in this case outdoors, a trend we expect to see more of in the coming, warmer months. <\/p>\n<p>\u201cWhile the pandemic has led people to spend more time at home preparing their own meals, the event is urging them to venture outdoors and visit a pop-up venue outside a restaurant in New York,\u201d Marketing Dive notes further. \u201cAs the weather gets warmer in spring and people venture outdoors more, it&#8217;s possible that experiential campaigns like the French&#8217;s event will make a bigger comeback.\u201d<\/p>\n<h2><strong>The Takeaway <\/p>\n<p><\/strong><\/h2>\n<p>What\u2019s clear in looking at these two activations is that brands need to begin thinking about ways to reach their audiences beyond solely virtual experiences, especially in this ever-shifting landscape. Socially-distanced, outdoor events provide a way for brands to maintain a safe connection to their customers and can teach us valuable lessons, both now and in the future.<\/p>\n<hr>\n<p><a href=\"https:\/\/wearesparks.com\/work\/experiential-work\/activations-sponsorships\" target=\"_blank\" rel=\"noreferrer noopener\"><br \/>Check out<\/a> brand activations and sponsorships designed and produced by Sparks. <\/p>\n<\/div>\n<\/section>\n<p> <!----><!----><!----><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s one of the most important protocols designed to help us maintain health and safety in the wake of the pandemic &#8212; the six-feet-of-distance rule. For event marketers and the events industry as a whole, the need to socially distance ourselves from one another has dramatically changed how we develop and design brand experiences. By [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-1529","post","type-post","status-publish","format-standard","hentry","category-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Socially-Distanced Activations: Keeping Attendees Engaged and Safe - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/socially-distanced-brand-experiences\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Socially-Distanced Activations: Keeping Attendees Engaged and Safe - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"It\u2019s one of the most important protocols designed to help us maintain health and safety in the wake of the pandemic &#8212; the six-feet-of-distance rule. For event marketers and the events industry as a whole, the need to socially distance ourselves from one another has dramatically changed how we develop and design brand experiences. 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