Digital and physical activations from festivals to book clubs bring fans closer to the brand, moving beyond product offerings to offer social events that foster engagement and drive awareness

Inviting and syncing audiences to real-life event series and digital opportunities can encourage brand fans to participate in experiences that bring them together around pillars of the retailer.

Brands are increasingly maneuvering to act as both a partner and a platform, offering access to programs, initiatives and tools that allow consumers to connect and participate on a deeper level. Here's how retailers from Lululemon to Buzzfeed are driving awareness and engagement with brand-themed social events and activations: 

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