Experiential marketers have stepped up their swag game during the pandemic as a way to engage consumers in their homes and increase awareness of brands’ products and services. And in the entertainment space in particular, marketers have tapped influencers to build buzz around series and films by mailing elaborate kits for them to unbox and share across social media.
To market its new fantastical series “The Nevers,” which premiered April 11, HBO Max activated a premium gifting experience featuring Victorian-era trinkets, teas and accoutrements, secret compartments and an escape room-style journey. Following is a photo tour of the most interesting details within “Penance’s Curiosities + Cocktail Compendium.” And for a deep dive into the strategy behind the kit’s design and touchpoints, read more here.
More Kit Strategies:
- How Dave’s Killer Bread Engaged its ‘BreadHeads’ with Burger Kits
- Reverse Activations: Events in Your Audiences’ Living Rooms and Backyards