Imagine a star athlete teaching an in-home workout class, or a Peloton-style partnership where consumers race against a famous marathoner. While live sporting events and influencer appearances are universally canceled, Masterclass – where Anna Wintour teaches creative leadership, Gordon Ramsay teaches cooking, and Deadmau5 teaches dance music production – has demonstrated a no-brainer way to use your sponsorships and talent partnerships to grow your community. Just because we’re required to be apart physically, doesn’t mean our communities have to disintegrate.

Let’s take full advantage of the fact that we live in a digital age. That’s why we put together a short list of activations that can work to build community, even at a time like this. And it’s tough for businesses and brands large and small to know what’s appropriate in this kind of situation, or how to best serve their communities. The world is changing so much, so fast, and the fact that we’re discouraged from being close to other human beings makes things even harder.Īt Advantage we create events and experiences, so we have a gut response to this kind of situation: we want to bring people together, we’re cautioned by medical experts to avoid gathering in groups.

Digital activations ideas