Driving Fandom in a Brave New (Hybrid) World

As the saying goes, “Every cloud has a silver lining.” In a year void of live events, brands were given the opportunity to rethink how they drive value in music, sports and entertainment sponsorships. This paused moment in time showed the world no longer experiences life solely in person. From augmented reality and emerging platforms to listening capabilities and new metrics, Adam Harter, PepsiCo SVP - Media, Sports & Entertainment, discusses the blended science and art of moving from transactional to memorable experiences.