From 2020 we have just left behind, which we would like to forget, we will certainly take one thing that we previously took for granted: the value and importance of live events.

Before COVID-19, immersive pop-up brand activations were rapidly gaining traction with consumers. Rather than competing for content sharing on crowded communication channels, the wisest brands were already turning to live communication and experiences to attract their audiences, increasingly oriented towards social media. Experiences like Taco Bell Hotel, Warner Bros.’ The Friends Experience and Mastercard’s Priceless in NYC attracted thanks to their quality, their perceived value and their exclusivity. Their audiences were willing to not only pay for the opportunity to interact with the brand but also to spontaneously become ambassadors of those highly shareable experiences. Unfortunately, with the health emergency and social distancing, pop-ups and all public events have essentially come to a standstill.

One consequence of adversity that is sometimes overlooked, however, is the innovation it inevitably inspires. Virtual courtside seats, lively concerts, and Zoom happy hours were just a few of the new experiences that engaged consumers throughout 2020. Yet while these experiences often provided little more than a brief distraction, the desire to escape the loneliness of home life remained.

One consequence of adversity that is sometimes overlooked, however, is the innovation it inevitably inspires.

Netflix is ​​a company that has always found innovative ways to break the mould and create new scenarios. As the streaming giant flourished as a key player in quarantine life, it seemed only right to find ways to safely entertain consumers outside of their homes and their devices.

To celebrate one of their hit original series, Stranger Things, Netflix created a “Drive Into” experience. Not to be confused with “Drive-In,” this experience promised to immerse guests in the fictional town of Hawkins, Indiana from the comfort and safety of their cars.

Despite the challenges, what we currently lack in creative freedom, we make up for in the desires of our audiences.

Designed as a one-hour adventure, this multi-level pop-up activation transformed a downtown Los Angeles parking lot into an interactive theatre production. With the help of a large cast of masked characters and a nostalgic 1980s-style radio broadcast, cars were funnelled into four distinct environments, including Starcourt Mall, the Russian Lab, and the Upside Down. Video clips and spoken word served to advance the plot, which at times invited the audience to participate. As you might expect in the time of COVID-19, safety precautions were maintained throughout the Drive-Into experience. Windows had to be rolled up and masks worn, so performers could safely engage (and often intimidate) the audience. Event promotions and merchandise could also be ordered and delivered via a dedicated app, minimizing any outside contact.

We’re all operating within tighter parameters, looking for new ways to stay active amid the pandemic. Despite the challenges, what we currently lack in terms of creative freedom is being balanced by what our audiences want. In other words, people are missing getting out and experiencing life, planning activities, and looking forward to doing them. Netflix has identified a need, and while they’re not the first content creators ever to step into the live entertainment space—Disney and Universal both run successful theme parks—the move could mark the latest evolution for a company looking to differentiate itself in an increasingly competitive streaming landscape. The brand that created its category may now be poised to take the next step and become a fully integrated entertainment company.