The goal was to let fans insert themselves into some of the season’s standout moments, Birnbaum explained. “The Wonder Wheel scene, for example, was such a Maisel classic that we knew we had to recreate it—especially with the funnel cake,” she said.Photo: Will Tee Yang
LOS ANGELES—Prime Video’s smash hit series The Marvelous Mrs. Maisel is jam-packed with colorful 1950s- and 1960s-inspired imagery—making it perfectly primed to be promoted through a variety of clever activations over the years. To celebrate the series, the studio has executed everything from a themed hotel room to a vintage Carnegie Deli pop-up to a fun stunt featuring 16-foot-tall pink plungers to a headline-grabbing promotion that brought 1959 prices to Los Angeles retailers.
The latest consumer-facing activation celebrated season four and aimed to bring the spirit of The Marvelous Mrs. Maisel’s 1960s New York to Los Angeles. The two-day activation, called “Making LA Marvelous,” filled a raw space on Melrose Avenue with sets inspired by the new season. Highlights included mahjong tables, a roving magician, a Coney Island photo op, a detailed recreation of character Susie Myerson's office, and even replicas of real-life New York establishments like Russ & Daughters and the Blue Note Jazz Club.
Debra Birnbaum, head of awards at Amazon Studios, credited the show's creators—and their attention to detail—when asked why the series is such a good fit for experiential campaigns. "They’ve created such a rich, vibrant world that gives us so much to work with—and so many partners who want to work with us," she said.
Open from June 18-19, the "Making LA Marvelous" pop-up was free and open to the public. “Fans have played such a huge role in the success of The Marvelous Mrs. Maisel, and we wanted to make sure they felt part of the series’ continued success,” Birnbaum explained.
Cartwheel and Co. Marketing handled all program elements, including concept creation, design and execution, and PR and amplification elements. Scroll down for a look inside the Insta-ready, multipart experience.
![A stage and seating area evoked New York’s real-life Blue Note Jazz Club, where guests could enjoy 1960s-inspired jazz performances every hour during the pop-up’s run. “Food and music were always going to be the centerpieces [of the experience,] and both Russ & Daughters and Blue Note were eager partners in brainstorming their elements,” Birnbaum explained.](https://img.bizbash.com/files/base/bizbash/bzb/image/2022/07/1M9A0194.62e2d4e014b6f.png?auto=format%2Ccompress&q=70&w=400)
“Food and music were always going to be the centerpieces [of the experience,] and both Russ & Daughters and Blue Note were eager partners in brainstorming their elements,” Birnbaum explained.
![A replica of Susie Myerson’s office was inspired by the set designed by acclaimed production designer Bill Groom. Details included Susie’s business cards and desk plaque, and even a working typewriter. In her experience, Birnbaum noted that successful consumer activations are “all about authenticity” right now. “Being true to the show [is] what fans really respond to.”](https://img.bizbash.com/files/base/bizbash/bzb/image/2022/07/S1040056.62e2d4fab4596.png?auto=format%2Ccompress&q=70&w=400)
In her experience, Birnbaum noted that successful consumer activations are “all about authenticity” right now. “Being true to the show [is] what fans really respond to.”
