Why ‘hybrid’ events are a brand opportunity, not a fix-it for COVID

Christophe Castagnera

For brands hamstrung by a lack of live events during COVID-19, ‘hybrid’ events can offer a way forward.

Of all the industries most affected by this year’s coronavirus pandemic, live events have been particularly hard hit. Whether concerts, sports events, summer festivals, theatre shows or dedicated brand experiences, anything that involved tens, hundreds, or thousands of people brought together in close quarters has had to go through a radical overhaul since March.

For those of us working in brand experiences, COVID-19 meant we faced a sudden and unexpected challenge on behalf of our clients. From immersive storytelling to theatrical reveals, brands have been tapping into all the drama and excitement of live events for a long time. For...

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