Attendees could work one-on-one with adult toy business Crave at a build-a-vibe station.
HBO Max presented a “provocative” two-day pop-up installation in Los Angeles for the March 17 premiere of its new comedy series, “Minx.” The activation, called “Joyce’s Jamboree,” celebrated the show’s character Joyce (Ophelia Lovibond), a young feminist collaborating with a publisher (Jake Johnson) to create the first erotic magazine for women during the ’70s in L.A.
Featuring a branded Airstream trailer and a set of colorful backdrops, the activation on March 11 traveled to one of L.A.’s highest foot-traffic locales, The Abbey Food and Bar on Santa Monica Boulevard in West Hollywood. The following day, the brand activated the installation in another hot spot, in Venice Beach across from Hotel Erwin. Despite the show’s theme of female empowerment, the campaign targeted both women and men ages 25 or older.
“When you go out of the box and create that ‘wow factor,’ people are going to respond really well to it. Our ultimate goal was to connect consumers with the core values of the series, and to provide them with a truly branded, premium and empowering experience,” says Kate Ajanassian, Originals marketing director at HBO Max. “The show is absolutely hilarious, so we wanted to do something edgy and provocative to properly invite our fans into the series in a way that pushed the limits, but in a really positive way.”
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HBO Max designed the activation to showcase the series’ fictional publishing house, “Bottom Dollar Publications,” and Joyce’s proposed magazine for the modern feminist, titled “Minx,” which launched as a feminist manifesto called “The Matriarchy Awakens.” Consumers were invited to explore “the pleasure garden,” or an outdoor oasis of “Minx”-themed displays (think: bookcases stocked with vintage books and records) set up between illuminated palm trees.
Inspired by the show’s theme of sexual empowerment, a “build-a-vibe” station offered attendees the opportunity to work one-on-one with Crave (a female owned and operated luxury adult toy business) technicians to create and take home their own custom-colored designs. Themed photo opportunities transported consumers back in time to the show’s magazine cover shoot, as did the music and brand ambassadors clad in ’70s ensembles and roller skates.
“We know that people are seeking content and experiences that are pushing the limits. We ultimately wanted to bring the series to life in an authentic way,” says Ajanassian. “Every detail that we could bring back to the ’70s, we did. One challenge was maintaining the character and authenticity of bringing the feminist nature to life in a funny but approachable way.”
HBO Max reported the experience earned nearly 2.4 million impressions including press, social media and physical interactions. Agency: Lupine.
HBO popped up in L.A. hot spots to promote “Minx,” including Santa Monica’s Abbey Food and Bar, and Venice Beach.
