Event Marketer and MRD December 2021 - 99

BEST ENTERTAINMENT ACTIVATION
Sometimes you have to rely on nontraditional partnerships to tell
a rich story-especially, when yours involves a dark, Victorian-era
detective drama set in New York City such as TNT's " The Alienist. "
To promote the second season of the series in 2020, TNT
launched a COVID-safe, multi-touchpoint campaign that turned a
traditional entertainment launch into an opportunity to support
those battling the pandemic on the frontlines.
First, TNT commissioned the reopening of a historic dining
institution and in-series location that was key to the show-
Delmonico's Steakhouse. Originally opened in 1837, but closed
since the pandemic began, TNT reopened it for one day to
deliver its famous meals to hundreds of healthcare workers via a
partnership with Feed the Frontlines NYC.
Next, the brand integrated another New York icon-the luxury
GOLD WINNER
CLIENT: TNT
CAMPAIGN: The Alienist:
Angel of Darkness
AGENCY: Mirrored Media
Bergdorf Goodman store-to curate a selection of merchandise
inspired by the show's award-winning costume design and
then allow consumers to shop from it (like a digital pop-up) on
Bergdorf Goodman's retail site. Because Bergdorf Goodman
was a landmark location of 1890s New York, its décor and stock
perfectly reflected the costume design of the show.
The experience also invited local New York participants to
view a physical touchpoint-the flagship store's custom Alienistthemed
window display.
The end goal was to create a press-worthy campaign and
excitement around the launch of season two. By teaming up
with a pair of New York institutions, as well as a local nonprofit
supporting frontline workers, TNT created a thoughtful, relevant
experience that served up multiple angles for coverage and
opportunities to reach potential viewers of all ages.
BEST ENTERTAINMENT ACTIVATION
Hulu won the Halloween wars by showcasing its horror content
during a four-day film festival that invited Halloween lovers
and potential Hulu subscribers to experience a drivable world
of spooky content on the platform. The in-person " Huluween "
experience in Los Angeles showcased 16 titles with live actors,
sets, a music soundtrack, special effects and drivable photo
moments. There were even surprise talent appearances from the
likes of singer-songwriter Usher.
Consumers navigated their vehicles through the " Haunted
Forest " pathway built out with eerie sets and living vignettes
bringing many favorite horror characters to life, including
" Edward Scissorhands " and " Carrie. " Multisensory effects
included fog, lighting and a soundtrack synced with attendees'
in-car FM radios.
Each vehicle received a " scare package " of candy, popcorn
and hand sanitizer. Hulu also offered an in-car photo activation
before consumers were directed to park to view 4K film content
on a 30-foot by 50-foot LED screen.
The themed screenings and artful, drivable haunt
SILVER WINNER
CLIENT: Hulu
CAMPAIGN: Huluween
AGENCY: AGENC
experiences made the socially distanced Hulu Originals premiere
even more engaging for the thousands of guests who attended.
High-touch VIP extensions, like home deliveries of specialized
kits for the experience, were made by character actors in full
costume from some of Hulu's top properties like " Edward
Scissorhands. " Some deliveries went viral on Reddit, creating
more reach for Hulu and cementing the campaign as the brand
that leads Halloween.
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Event Marketer and MRD December 2021

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