Roblox could become a brand advertising powerhouse: Brands flocked to video games for experiential marketing during the pandemic—but Roblox's lasting popularity with kids and its planned ad capabilities could keep it an appealing option even after lockdowns end.

Pre-pandemic, Riot Games was also making a strong push toward experiential marketing opportunities, where brands could sponsor fan appreciation days and other events surrounding League of Legends tournaments and road shows.

As the spread of coronavirus forced event cancellations worldwide, the experiential marketing industry has had to adapt to a new culture of remote work and social distancing. Companies like MAG Experience, a New York-based experiential marketing agency, acknowledge the tough road ahead but see an opportunity to bolster their virtual events and innovate new offerings for clients.

Livestreaming has become a prominent feature across the social media and digital video landscapes. Here’s how marketers are taking advantage of opportunities within the space.

Roughly seven in 10 (71.2%) US ad and marketing executives think it’s at least somewhat unlikely that in-person business events, including conferences and large industry shows, will take place by the end of 2020.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Cvent's Mike Dietrich, vice president of product marketing, and Alyssa Peltier, senior manager of event marketing. They shared actionable advice from their own experiences executing events and provide best practices to implement today and in the new year.

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AR/VR experiences are becoming a compelling method to create engaging content and for experiential marketing installations in retail environments and other physical locations where brands are attempting to make an impression.

“Physical retail still holds the experiential aspect of being there, but digital can do almost all those other things just as well.”. Although social media’s influence on ecommerce is clearly growing, the opportunity isn’t without its constraints. Like malls, it can attract crowds for window shopping—but that browsing doesn’t regularly convert to sales.

Most recently, in our campaign encouraging people to wear a mask ["Back to Normal Is Up to You"], we did experiential onsite art. We've always been using different formats and media for go-to-market strategies, and this was just another way of thinking about how we can work with alternative channels. It's an evolution of how we continue to be bold and fearless with our marketing efforts.

Core to any marketing strategy, whether in a global health crisis or otherwise, is ensuring that the plan is relevant and experiential for the consumer. During this time, our marketing team has learned how to pivot a full marketing plan due to changed consumer experiences.

We are using influencers on Instagram, but we’re also working with influencers for events and experientials. We've had a couple of events where we've worked with one of our influencers inviting other influencers to cook [some of our products]. We do a lot of experiential as well, so we've been part of festivals, food shows and trade shows.

Marketers are turning to technology and inclusive design to ensure their websites, customer experiences, and campaigns are accessible to all consumers, including people with disabilities.

Part the company’s strategy has been to host more intimate and experiential virtual events like cooking classes or happy hours, with kits of supplies sent in advance. These swag boxes are also a great opportunity for sponsors to make their mark.