Hulu promoted its slate of horror content with Huluween, a drive-in experience in Los Angeles that took place Oct. 22-25. Held at the Rose Bowl, the free, ticketed event featured a drive-through haunted path followed by an on-site screening of a Halloween movie. Hulu tapped experiential marketing agency AGENC to produce the immersive event.Photo: Scott Clark Photo
“As humans, nothing will ever replace the excitement and energy of being in a live, in-person experience with friends and family,” says Cara Kleinhaut, founder and CEO of AGENC, who recently produced Huluween, a multiday drive-in event for Hulu. “That desire for in-person connection, combined with the general lack of other entertainment options, means the demand for these experiences is very high, with sold-out showings and waitlists.”
Of course, hosting an in-person experience or brand activation during a pandemic is no easy feat, particularly as COVID-19 cases rise throughout the country and any sort of gathering faces increased scrutiny. The key, Kleinhaut says, is to partner with reputable professionals who can handle the complicated and ever-changing logistics. "It is our responsibility to show how this can be done safely," she says.
Many event organizers have been opting for drive-through experiences that allow for safe social distancing. Kleinhaut notes that the biggest challenge with that model is finding a large-enough location to maximize attendance despite the need for vehicle queuing and proper distancing. The benefit, she adds, is less about the paid tickets sold and more about strengthened bonds with consumers and press. “When we look back [at 2020], do brands want to be able to say they kept their connection alive with their consumers and offered something unique?”
Certainly, a number of brands and venues agree with Kleinhaut. Similarly to Hulu, Freeform recently hosted a drive-through experience, while brands like Outdoorsy.com have gotten creative with small pop-ups for individual families. In Canada, where restrictions are a bit lighter, a number of venues are opting for contact-less walkthrough Halloween experiences with carefully timed tickets to ensure safe distancing.
Still to come? A Halloween-themed drive-through from fast-food chain Jack in the Box, taking place in Northridge, Calif., on Oct. 29, plus a Stranger Things-themed drive-through that kicks off at L.A.’s Skylight ROW DTLA this evening.
Scroll down for a look inside Hulu’s Halloween drive-in, plus other steal-worthy celebration ideas from brands and venues across North America.
