The photo booth by Smilebooth was decked out in props from the fictional Essex College.Photo: Todd Williamson/Shutterstock for HBO Max
The series follows the lives of four roommates at the fictional Essex College in Vermont. The new season of the Max Original comedy series debuted Nov. 17.
Much like returning to campus after summer break, HBO Max hosted homecoming for the viewers returning for the new season. “We wanted our event to embody that spirit for our audiences and welcome them back to the second season,” explained Ileana Lagares, the vice president of multicultural marketing for HBO Max.
More than 300 people attended the event and like a typical college party, the event—which was produced by Team Epiphany—included classic games and decor elements, many branded with the Essex College insignia. Naturally, there was also a photo booth, called “Find Your People” in collaboration with Bumble, that allowed guests to take portraits that could be used to update their BumbleBFF profiles.
Guests also played a giant beer pong-inspired game.Photo: Todd Williamson/Shutterstock for HBO Max
The tailgate portion featured activities like a giant beer pong-inspired game and Jenga, plus food and drink from multicultural vendors and giveaways from Live Tinted and Boxed Water. Guests also experienced a screening of the first episode of the new season with an introduction by show creators Mindy Kaling and Justin Noble, followed by a concert featuring music by DJ Rosegold and a performance by Joyce Wrice.
Attendees received a custom-branded “tailgate-ready” kit featuring a CALPAK water bottle holder, a YETI Rambler bottle, Live Tinted products, and a $50 credit from Postmates.
HBO Max also partnered with Phenomenal Media and production agency Do Great Projects, a female-founded and -run agency of strategists, producers, and storytellers, to produce a college-style mixer event at NeueHouse in Los Angeles on the same night. The “Essex College Career Night” tastemaker reception spotlighted how higher education propelled notable women into their dream careers.
Guests noshed on cafeteria-inspired fare like sliders, chicken fingers, and fries and sipped drinks served in yellow Solo cups. The tastemakers were toasted by Kaling and Phenomenal Media’s founder Meena Harris.
During the event, TikTok sponsored an interactive “Journey Wall” inspired by data visualization. Guests were able to choose a colored ribbon and plot their nonlinear journey, highlighting successes, failures, and other major life moments that brought them to where they are today. At the student ID station, guests were able to submit their name, major, and what they really majored in while at college.
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