In this social media age, experiential events have become a crucial part of entertainment marketing plans. Instagram-friendly pop-ups had become common in recent years — Netflix turning a Baskin-Ro…
Prime Video taking over the Hollywood Athletic Club to promote its Emmy contenders, for example.
But then came the pandemic. And marketers were forced to quickly pivot to safe, socially distanced events like drive-in premieres and virtual events such as online watch parties. But as vaccination rates continue to rise, marketers are aiming to balance those digital experiences with more in-person encounters.” at the historic Harlem Parish, a New York City church-turned-event space, starting Dec. 3 with festivities dubbed “Harlem Ever After.
“With ‘Harlem Ever After,’ we knew that we wanted to integrate culture and marketing,” says Prime Video global chief marketing officer Ukonwa Ojo. “We’re able to incorporate our audiences similarly to how we would pre-pandemic, both safely and effectively in accordance with state and local regulations.”
Among other recent pop-up experiences, Fox’s Tubi TV replicated a version of the basement seen in its animated series “The Freak Brothers” at L.A.
Ojo says Prime Video also executed in-person events recently for its titles “I Know What You Did Last Summer,” “Cinderella” and “Fairfax.” “The astounding positivity for the return to in-person events allows us to be creative when it comes to eventizing our upcoming launches to make them each feel special in their own way,” she says. “Consumers are embracing more in-person experiences.
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