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So-called cord-cutters are ditching live television in favor of on-demand streaming services. With big players in the game, from Netflix, Amazon Prime Video, and Disney+ to Hulu, HBO Max, Peacock, and so many more, even the streaming market is becoming increasingly saturated.
To cut through the noise, these brands have turned to event professionals to create activations, pop-ups, and live experiences designed to capture fans' attention. And for programs with cult-like followings, streaming services have capitalized on them by partnering with event pros to re-create IRL iterations of today's most popular programs.
Take Peacock's recreation of the pool-side scenes in Love Island USA, for example, or Netflix's immersive Money Heist experience, where guests participated in a real-life escape room to break into a vault and get the gold, just like in the show.
Keep scrolling for more activations you might've missed—all filled with eye-catching, steal-worthy event inspiration.
The Hulu Motel
The Hulu Motel took over the historic Sportsmen’s Lodge Hotel in Los Angeles on June 23-25. The three-day immersive experience created by New York-based production and entertainment partner m ss ng p eces.
Designed as a destination for fans to “check in to their obsessions," the Hulu Motel referenced a slew of originals on the streaming service, including The Handmaid's Tale, The Kardashians, and Fire Island, just to name a few. And guests were invited to explore the motel, which was outfitted with a lobby, multiple guest rooms, and an outdoor pool area—all while searching for hidden Easter eggs.
Designed as a destination for fans to “check in to their obsessions," the Hulu Motel referenced a slew of originals on the streaming service, including The Handmaid's Tale, The Kardashians, and Fire Island, just to name a few. And guests were invited to explore the motel, which was outfitted with a lobby, multiple guest rooms, and an outdoor pool area—all while searching for hidden Easter eggs.
Photo: Lester Cohen, Getty Images for Hulu
A Fire Island-themed photo op was one of many moments just asking for an Instagram post around the motel.
Photo: Lester Cohen, Getty Images for Hulu
Drinks were served in Hulu Motel-branded plasticware, with the activation's logo on one side and "it's time to drink up" on the other.
Photo: Randy Shropshire, Getty Images for Hulu
Peacock's 'Love Island USA' Activation
Peacock, NBCUniversal’s streaming service, transformed a corner of the concrete jungle into a Love Island oasis to celebrate the release of season four. The activation was open to the public July 20-21 at the Gansevoort Plaza in New York City's Meatpacking District.
Peacock collaborated with tropical clothing and lifestyle brand Kenny Flowers to curate themed collections, dubbed Viva La Villa, The Bombshell, and Casa Amor. Missed the activation? Fear not—the summer and swim apparel is still available for purchase on Kenny Flowers' site.
Peacock collaborated with tropical clothing and lifestyle brand Kenny Flowers to curate themed collections, dubbed Viva La Villa, The Bombshell, and Casa Amor. Missed the activation? Fear not—the summer and swim apparel is still available for purchase on Kenny Flowers' site.
Photo: Bryan Bedder/Peacock
Cely Vazquez, Love Island USA season two runner-up, and UK Love Islander Kem Centinay stopped by the activation for a photo.
But photos weren't the only things attendees could take to remember the event—in a fun touch to show fans some appreciation, Peacock partnered with Spotify so fans could save their favorite Love Island USA songs to a playlist.
But photos weren't the only things attendees could take to remember the event—in a fun touch to show fans some appreciation, Peacock partnered with Spotify so fans could save their favorite Love Island USA songs to a playlist.
Photo: Bryan Bedder/Peacock
A standout corner of the activation? This champagne bottle mechanical bull. An honorable mention: the beaded bracelets guests could choose from upon entering that indicated their relationship status—available, taken, just looking, summer fling, or friend material.
Photo: Bryan Bedder/Peacock
Netflix's 'Teddy Tables'
Tastemade, a video network focusing on food and travel, collaborated with Netflix to create “The Teddy Table,” a series of dining experiences across New York, Los Angeles, and Toronto. Inspired by Netflix’s new film The Man from Toronto, on June 24 and 25, guests were invited to reserve seats at either LaRina Pastificio & Vino in Brooklyn, La Cha Cha Cha in Los Angeles, or Baro in Toronto, depending on where they live. They then enjoyed a multicourse meal complete with appetizers and cocktails that nodded to the movie. Take the Mistaken Identity Empanada, for example, which was made with squash blossom, Oaxaca cheese, and salsa cascabel; or The Hitman’s Margarita, which blended tequila with pineapple, lime, and tajin.
Photo: Courtesy of Tastemade/Netflix
In Los Angeles (pictured), guests at La Cha Cha Cha mixed and mingled over photo-worthy Mexican bites.
Photo: Courtesy of Tastemade/Netflix
A special menu was provided for guests taking part in "The Teddy Table" experience, and it included food and beverage playfully named in reference to the film, which stars Kevin Hart and Woody Harrelson.
Photo: Courtesy of Tastemade/Netflix
FX's Chicago-Style Premiere for 'The Bear'
Experiential agency Coffee 'n Clothes worked with FX to create a premiere event in LA promoting the network's hit show The Bear, now streaming on Hulu, that tied back to chefs and foodies, while keeping themes of Chicago throughout. The event took place at Braindead Studios on Fairfax.
Photo: Shelby Moore
The event featured a custom Chicago-inspired menu and drinks created by chef Courtney Storer, lead chef from the famous Jon + Vinny’s Italian restaurant in LA.
Photo: Shelby Moore
Branded merch to promote the show was on display.
Photo: Shelby Moore
HBO Max's 'Hacks' Bus
To promote season two of HBO Max’s original comedy series Hacks, which debuted on the platform on May 12, HBO Max set out on a bus tour across the country. The inspiration came from Hacks’ main character, Deborah Vance, who also went on a cross-country trip in the show.
The activation stopped at locations around Los Angeles featured in the show, including the Santa Monica Pier and the Venice Boardwalk, plus entertainment media locations such as Penske Media and United Talent Agency. The bus also made a pit stop at the Hacks Roadhouse tastemaker event, which featured a comedy set by Luenell, and the show's writer and comic Pat Regan. The first day of the tour was dedicated to major entertainment media hubs, who also saw an advance screening of season two’s first episode. And the final stop was at the red carpet event for the show’s premiere. See more: Why HBO Max Decided to Take Its Show on the Road—Literally
The activation stopped at locations around Los Angeles featured in the show, including the Santa Monica Pier and the Venice Boardwalk, plus entertainment media locations such as Penske Media and United Talent Agency. The bus also made a pit stop at the Hacks Roadhouse tastemaker event, which featured a comedy set by Luenell, and the show's writer and comic Pat Regan. The first day of the tour was dedicated to major entertainment media hubs, who also saw an advance screening of season two’s first episode. And the final stop was at the red carpet event for the show’s premiere. See more: Why HBO Max Decided to Take Its Show on the Road—Literally
Photo: Courtesy of HBO Max
The event was produced by Industria Creative, and the guest list included more than 100 comedy, entertainment, and queer tastemakers, along with members of the press.
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 themed decor, drinks, and food, plus a mechanical bull that served as a photo op.
Photo: Courtesy of HBO Max
Amazon Prime Video's Harlem Ever After
To celebrate the release of Harlem, Amazon Prime Video hosted a multiday experience coined Harlem Ever After at New York's historic Harlem Parish venue. Produced alongside Allied Global Marketing, the event kicked off with a series premiere party and a Harlem Fashion Row runway show, followed by an influencer and press screening, before being open to the public on Dec. 3 and 4. See more: How Amazon Prime Video Engaged Attendees and Local Black-Owned Brands
Photo: Courtesy of Prime Video
Inside the space, each of the event's vibrant vignettes highlighted Black female creators and entrepreneurs and engaged attendees with photo ops, female empowerment-focused presentations, painting sessions, mat classes, music, and more. In addition to fun, experiential touchpoints, Harlem Ever After featured educational panel discussions, including one titled “Harlem Hustle: A New Era for Black Business and Entrepreneurship." The conversation was hosted by Harlem native Bea Arthur, LMHC, co-presented by Ladies Get Paid and featured names from participating brands at the event.
Photo: Courtesy of Prime Video
Throughout the activation, guests had the opportunity to receive mini makeovers that drew inspiration from the show, courtesy of beauty brand Mented, which was founded in Harlem. EDEN BodyWorks, which distributes nature-inspired hair and body products, created a floral-clad photo backdrop for attendees alongside a slew of their top-selling products.
Photo: Courtesy of Prime Video
Netflix's 'Money Heist' Experience
Netflix tapped Los Angeles-based event and entertainment agency JJLA to bring its hit series Money Heist to life through an immersive audience experience in Miami and New York. The 70-minute experience combined elements of live theater with interactive elements. See more: Why Netflix Took a Theatrical Approach to Immerse Attendees for Its 'Money Heist' Experience
Photo: Courtesy of JJLA
Participants were immersed in concepts from the show—from wearing red jumpsuits and Dali masks to being “held hostage” by the bad guys, and then solving puzzles and challenges in order to get out of the escape room. The challenge was to break into the vault and get the gold, just like in the show.
Photo: Courtesy of JJLA
The experience took over the DuPont Building in Miami and Skylight One Hudson Place in New York. At the end of the show, there was a post-experience setup, where guests could mingle and sip on themed drinks.
Photo: Courtesy of JJLA
