FIVE THINGS TO KNOW THIS WEEK
This week’s hot takes on hot topics in experiential marketing cover traveling Roman convoys, third date experiences and a valet-themed parking party.
HBO PARODIES THE HORRORS OF PARKING IN L.A. WITH ‘I LOVE VALET’
To drive buzz for its new comedy series “I Love LA,” which debuted in November, HBO Max pulled out all of the stop signs on Nov. 22 with I Love Valet, an auto-themed event that promoted the show by tapping into a deep-seated struggle within the Los Angeles community: finding a decent parking spot.
Consumers heading to a concert in downtown L.A. were welcomed to a nearby parking lot that had been transformed into a pre-show soiree that offered free parking with custom reserved-parking signs, as well as branded yellow traffic cones.
Once they parked, fans at the I Love Valet experience could enjoy a “drive-by” glam touch-up station; The Vanity Plate, where they could choose between four keepsakes (The 405, The 5, The 10 and The 101); a photo op inside a branded, vintage convertible Cadillac; and live tunes from DJ JSTAGRRRL.
They also munched on bites from local favorites, like Leo’s Tacos, drank show branded-mocktails and walked away with “I Love LA” temporary tatts, “Honk If You Love LA” bumper stickers and custom fuzzy dice. And not one traffic cop was to be found. (Agency: The Syndicate)
Photos: Courtesy of HBO Max
TROJAN GETS INTIMATE WITH THE GREATEST THIRD-DATE EXPERIENCE
According to Trojan, and myriad couples, the third date is when a relationship shifts from “casual to intentional” (read: when the twosome is ready to consider hooking up). And on Nov. 19 in New York, that sentiment fueled the Greatest Third Date Experience, a launch event for what is billed as the brand’s softest and most flexible non-latex condom—or as Trojan calls it, the G.O.A.T. (Greatest of All Trojan).
Helming the flirtatious affair was dating strategist and creator Benny Hart, who offered his insights on dating with intention and building authentic connections, including observing the transition people often make from wearing a mask to being real with one another. Mood lighting, a “Tell us your greatest third date” installation and elevated f&b and were also part of the experience. And, honestly, what’s sexier than gourmet food? (Agency: GCW)
Photo credit: Getty Images for Trojan Brand Condoms
P&G’S WHIMSICAL ‘BEAUTY LAB’ SMELLS WICKED GOOD
Unless you’ve been living under a very large rock, you’ve seen the countless brand collabs that have been built around the much anticipated release of “Wicked: For Good,” which debuted in theaters on Nov. 21. Among companies tapping into the hype are Procter & Gamble-owned Olay and Secret, which hosted the Olay + Secret Wicked: For Good Beauty Lab event on Nov. 11 in NYC.
The SoHo-based activation promoted the brands’ “Wicked: For Good”-themed, limited-edition collection of body washes and deodorants, which come in two scents, Wickedly Wonderful and Couldn’t Be Lovelier. Throughout the day, consumers could explore a world themed around Elphaba and Glinda, check out hands-on product demos to learn about the science behind the products, view movie-themed projections, participate in photo ops, and take home some pretty magical swag.
Photo credit: Sara Kerens for P&G Olay and Secret
LET THE GAMES BEGIN: PEACOCK PREPS FOR WINTER TENTPOLES
Back in 2018, when NBC was poised to broadcast both the Super Bowl and the Winter Olympics, it unleashed a Best Feb Ever experiential campaign that took fans in four cities by storm. Flash-forward to Nov. 23-25 of this year, and the network was at it again—this time with a third tentpole event to celebrate.
To get audiences pumped up for its forthcoming February events—Super Bowl LX, the 2026 Olympic Winter Games and the Men’s NBA All-Star Game—NBC Sports activated the “Legendary February Triple Threat Contest” at L.A. Live during one of the venue’s busiest weekends. There, fans competed in a QB Toss, a Basketball Jump Shot and a Curling Throw experience for a chance to win the ultimate at-home viewing setup, including a brand-new TV, a premium sound system and “cozy essentials.”
To boot, a few of the stars from “Bel-Air” stopped by on Nov. 25 to participate in the challenges while promoting the show’s fourth and final season. Nothin’ but net. (Agency: Civic, p.r.)
Photos: Courtesy of Peacock
FOR STARZ AND ITS COSTUMED CONVOY, ALL ROADS LEAD TO ROME
Los Angeles is filled with spectacles of all kinds. In fact, one might call the city itself one big spectacle. But even the most seasoned Angelenos couldn’t ignore a Roman convoy charging around area landmarks on Dec. 1. Indeed, Starz promoted a new chapter of “Spartacus: House of Ashur” by turning some of L.A.’s most heavily trafficked locales into scenes straight out of the Coliseum.
A horse-drawn chariot led by Ashur himself, and flanked by armored guards, began its travels on the Venice Beach boardwalk, went down Abbot Kinney Boulevard, hit Sunset Boulevard and ended the journey on Melrose Avenue. Along the route, “displays of dominance,” cryptic messaging and a test of strength designed to determine who was worthy to fight for the House of Ashur brought the scale and drama of the show to life. And the authenticity was top-notch— hand-picked props and wardrobe items used in the activation were guided by “House of Ashur’s” executive producers. (Agency: Thinkingbox)
@highvoltagemag Just another day at Melrose & Fairfax, as Spartacus: House of Ashur holds up traffic. 🤣 Last week it was a Stranger Things concert at this same intersection, this week @STARZ brought Spartacus: House of Ashur to life. Wonder what’s gonna next week in Los Angeles… 🤔 Meanwhile tune in to an all new chapter in the world of Spartacus, Dec 5th on STARZ. #spartacus #starz #spartacushouseofashur #losangeleslife #lalaland ♬ Powerful songs like action movie music – Tansa
