Why HBO Max Decided to Take Its Show on the Road—Literally

LOS ANGELES—To promote the second season of its original comedy series Hacks, which debuted May 12, HBO Max headed out on the road in the spirit of main character Deborah Vance, a legendary Las Vegas comic played by Jean Smart, who’s accompanied by a young writer (played by Hannah Einbinder) on a cross-country trip.

Vance’s tour bus is featured prominently in the new season, inspiring the idea for this mobile activation, which took place May 9-11 around Los Angeles, stopping at locations with ties to the show, including the Santa Monica Pier and Venice Boardwalk, plus entertainment media locations such as Penske Media and United Talent Agency. Fans could snag Hacks-themed merchandise such as branded sunglasses, baseball caps, and Deborah Vance shirts during the bus stops.

Marc Mazarin, director of strategy for HBO Max Originals marketing, explained that the bus stops were “strategically chosen to hit different target audiences.” The first day of the tour was dedicated to major entertainment media hubs, leading to a final stop at the red carpet event for the show’s premiere.

During the bus stops, fans could snag Hacks-themed merchandise such as branded sunglasses, baseball caps, and Deborah Vance shirts.Photo: Courtesy of HBO Max“Both seasons of the show have been so incredibly well received by critics and the press in general,” Mazarin said about the decision to include the media locations on the itinerary. “We planned on three stops at the Penske Media campus [home to Deadline, Variety, Rolling Stone, The Hollywood Reporter, and more], the 3 Arts Entertainment offices that happen to represent some of the show talent and co-produce the series, and United Talent Agency who represent our executive producers as well as show talent and play a key part in our launch campaign.”

The rest of the tour was focused on “broad reach and increasing awareness and excitement for the premiere among consumers in a highly trafficked area,” Mazarin said. Adding that, the streaming service also “wanted to make a statement by activating at iconic city landmarks,” including the Dolby Theatre/TCL Chinese Theater and the Farmer’s Market at the The Grove. The bus tour concluded in West Hollywood at Rocco’s “to shine a light on the LGBQIA+ community as the show does a fantastic job at covering queer topics and issues,” he explained.

The Hacks Roadhouse tastemaker event featured a comedy set by Luenell and Hacks writer and comic Pat Regan, as well as an advance screening of the second season’s first episode.Photo: Courtesy of HBO MaxAlso included along the route was a stop at the Hacks Roadhouse tastemaker event, produced by Industria Creative. The event featured a comedy set by Luenell, and Hacks writer and comic Pat Regan, as well as an advance screening of the second season’s first episode. The guest list included more than 100 comedy, entertainment, and queer tastemakers, along with members of the press.

For the event, HBO Max took over the newly opened Desert 5 Spot rooftop bar located at the Tommie hotel in Hollywood with Hacks-themed decor, drinks, and food, plus a mechanical bull that served as a fun photo op. Guests could also swing by the “Hacks Country Store,” which was stocked with branded giveaways, including Deborah Vance tour T-shirts, baseball caps, glass boot mugs, and branded motel keychains.

The bus tour, which was produced by entertainment marketing agency The Syndicate, “was designed to elevate our campaign and create excitement among fans by bringing the world of the show to life,” Mazarin explained. “We wanted to celebrate the hit comedy series by taking fans into the world of Deborah Vance’s tour by recreating her tour bus, giving out tour T-shirts to fans of the series, and even offering some of Deborah’s favorite soda from a custom soda machine.”

The newly launched @Hacks Instagram account was promoted on the bus itself and via brand ambassadors as they gave away hats, shirts, and more to fans.Photo: Courtesy of HBO Max

For the Hacks Roadhouse tastemaker event, HBO Max took over the newly opened Desert 5 Spot rooftop bar located at the Tommie hotel in Hollywood with Hacks-themed decor, drinks, and food, plus a mechanical bull that served as a photo opp.Photo: Courtesy of HBO Max