The backdrop was custom built and featured the fictional Minx magazine cover, accompanied by 9-foot-tall twin bookcases that were stocked with vintage books, records and ‘70s accouterments. Attendees could pose on a velvety chaise lounge or sit atop fluffy shag rugs. 3rdAve handled fabrication.Photo: Courtesy of HBO Max
During the experience, guests were given the chance to customize a cheeky party favor at the “Build a Vibe” station by Crave, a luxury sex toy company, and could pose at various branded photo vignettes. The sets were inspired by the show, complete with a mustachioed photographer and photo printing on-site.
The experience utilized Crave’s existing Build-A-Vibe setup, where screening attendees were invited to create their own vibrator with guidance from Ti Chang, co-founder and VP of design at the San Francisco-based, women-led and pleasure-product company.
“Leveraging our agency Lupine’s existing relationships, we were able to collaborate with Crave to integrate their product lineup in a manner that was smart, thoughtful and playfully provocative, encouraging attendees to own their own pleasure," Ajnassian said.Photo: Courtesy of HBO Max
The unusual swag turned out to be a crowd-pleaser. “Event attendees were very much surprised and delighted upon discovering the vibrator station,” Ajnassian said. “Attendees were guided step by step by Crave technicians on how to actually build their new vibrator and were given the liberty to customize colors of their choosing. The entire experience provided a safe and fun space for play, curiosity, education and empowerment.”
For the photo moments, Lupine Creative played into the distinct aesthetic of the era, and aimed to “transport attendees to their very own Minx cover photoshoot,” said Justine Jaime, creative producer at the agency. The backdrop was custom built and featured the fictional Minx magazine cover, accompanied by 9-foot-tall twin bookcases that were stocked with vintage books, records and '70s accouterments. Attendees could pose on a velvety chaise lounge or sit atop fluffy shag rugs.
Ajnassian explained that the brand “wanted to activate in various locations around the greater LA area that organically attract a good amount of foot traffic, specifically keeping in mind the audience that we felt would gravitate towards an experience like this.” Jaime added that the Venice location “truly felt like a step back in time with all the usual skaters, surfers and beachgoers passing by.” Over 330 people actively engaged with the activation, with around 21,000 physical impressions from foot traffic.
Of course, a DIY vibrator station is bound to generate some buzz, which is what brands like HBO Max strive for. “People are seeking content and experiences that are not only relevant in today’s culture, but that also push the limits in every sense of the phrase,” said Michael Mesbah, executive producer at Lupine Creative.
“Brands, like HBO Max, that are willing to step up, speak out and evolve alongside the consumer are benefiting from that. Now more than ever before, people are feeling comfortable and confident in their own skin, and expressing themselves in ways that may have been considered faux pas in years past. We’re finding that brands, too, are becoming more comfortable with their personas and exploring their limits in new and exciting ways.”
See more from HBO Max's Minx activation.
