Event Marketer Summer 2023 - 56

BEST MULTICULTURAL
EVENT CAMPAIGN
EX AWARD WINNER
CAMPAIGN: Tokyo Vice Takeover
CLIENT: HBO Max
PARTNER: CSM Sports and
Entertainment
In HBO Max's " Tokyo Vice " crime drama
series, an American journalist moves to
Tokyo in the late '90s to join the staff of a
Japanese newspaper and report on the Tokyo
Metropolitan Police beat. Employing the
instincts of an investigative reporter like Jake
Adelstein, the show's main character, creators
and influencers were invited by HBO Max to
uncover a hidden speakeasy through a madefor-content
scavenger hunt in L.A.'s Little
Tokyo district.
The participants engaged their followers in
the experience, bringing them along by posting
ahead of the event and in real time across their
social channels. Each stop of the scavenger
hunt was hosted by a different partner and
incorporated the " Tokyo Vice " storyline to help
the influencers get closer and closer to the
speakeasy. Local business owners acted as
allies or informants, and clues were woven into
the experience, like notes hidden into Mitsuru
Cafe's famous red bean cakes and a Hina Dolls
card with a coded message found in the Manga
section at Anime Jungle.
The speakeasy brought a '90s Tokyo
setting to L.A. with recognizable elements
from the series. The entrance was hidden in
an inconspicuous, narrow alley transformed
to look like a door to the Tozawa-gumi
meetup location, marked with the family
crest. Participants could make their way in
via a secret code and walk down a dark and
mysterious " Tokyo Vice " street, passing a
manned newsstand, a reference to Jake's place
of work, the Meicho Shimbun Newspaper. The
stand was filled with Japanese newspapers
and magazines, including custom Meicho
Shimbun-branded newspapers printed with
stories and Easter eggs from the show.
Throughout the experience, attendees
enjoyed various installations that leaned into
different show themes from Yakuza culture
to Tokyo nightlife. While the scavenger hunt
and speakeasy's main objectives were to
raise awareness for and draw viewers to
" Tokyo Vice, " it was important to HBO Max
that the campaign authentically speak to a
multicultural audience and that every aspect
be respectful of and true to the Japanese
culture represented in the show. Guests
received giveaways from the Japanese
businesses the campaign partnered with and
enjoyed a Japanese-inspired izakaya menu and
show-themed specialty cocktails.
56
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