HBO's Spooky VIP Event Targets Hispanic Adults - Event Marketer

HBO’s Spooky VIP Event Targets Hispanic Adults

DB_HBO_Entertainment_EX 2017
Brand: HBO
Agency: SOCIEDAD
Awards: EX AWARDS — BEST ACTIVATION OF AN ENTERTAINMENT SPONSORSHIP
Year: 2017

To maintain its leadership among U.S. Hispanic subscribers amid competition from digital media and new over-the-top services, HBO Latino, in premiering its new and first bilingual series in the U.S., “El Hipnotizador,” turned to live theater. The immersive experience recreated key elements from the series and on top of digital media and p.r. initiatives, resulted in plenty of “magic” for the series online including 2.2 million views of the trailer.

With the goal of reaching Hispanic adults ages 25 to 49, HBO Latino invited key influencers, media outlets and select guests to the live “El Hipnotizador” event in New York City at the McKittrick Hotel, home to live theater events that have the 1920s vibe of the series. Brand ambassadors and hotel employees donned 1920s attire and brought characters to life throughout the different floors of the venue in what was called Hotel Las Violetas. Guests were greeted with cocktails and a map to navigate the different experiences. Interactions included tarot card reading sessions and a room with a green screen where guests were “levitated” by the show’s main character (the photos of the levitations were provided digitally to share on social media). There was a scavenger hunt and then a premiere of the first episode.

Wrapping the evening—a hypnotist led a group hypnosis experience and concluded his set by sending everyone a “message” in the form of a text that included a link to the episode across HBO Latinos’ digital platforms. Voilà.

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