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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Get a Peek at How Hulu Teased Its New Chippendales Series

To promote its latest show, Welcome to Chippendales, the streaming service took over a West Hollywood club with shirtless dancers and branded cash.

Michele Laufik
December 12, 2022

Performances during the experience featured a few costume changes.Performances during the experience featured a few costume changes.Photo: Courtesy of 15|40 ProductionsLOS ANGELES—Hulu’s new original series, Welcome to Chippendales, covers the story of the famous male revue, starting from humble beginnings and ending with the founder's downfall (not to fret, this isn't a spoiler). To promote the show, the streaming service looked to the iconic brand's tantalizing style to create a must-see immersive experience.

“When we thought about experiential activations to support our series and build buzz, the team came up with an idea that matched the energy of the series in every way—to recreate a club experience but with a twist,” explained Candice Ashton, the senior vice president of publicity, events, and talent relations for Hulu Originals. “We got people in the door with the promise of a highly shareable, fun time but ended up bringing them into the world of the show, introducing elements of the show’s storyline throughout their journey.”

At Rocco’s West Hollywood from Nov. 17-20 (until 2 a.m. each night), visitors could enter the Welcome to Chippendales Experience—produced by 15|40 Productions—for a fully immersive sneak peek of the risqué show. The in-person activation transported guests to 1979's West Hollywood, when the story begins. Upon arrival, guests entered the main bar where an emcee kicked off an hour-long guided experience that included clips from the show, two performances by dancers, a photo booth, and cocktails.

Guests were treated to some “eye candy” as well as branded merchandise that was “purchased” with custom dollars. Over the course of the experience, which was free and open to the public, more than 4,000 people attended.

Marissa Kiersch, the vice president of brand and experiential for 15|40 Productions, explained that Hulu selected trendy Rocco’s West Hollywood because it “provided a unique environment for this event given the location, high traffic (both pedestrians and vehicles), and an ambiance that leaned into the overall creative vision.”

As for the scantily clad performances, Annie McAllister, 15|40 Productions’ executive producer, said that the events production company “worked closely with the studio team on how best to translate the content of the series into a live event knowing we were working with a property that directly relates to an existing and operating IP. In working with our choreographer and dance team, we needed to make sure that the dancers always felt comfortable.” She added that the experience was designed “to follow the arc of the show, with dancers starting as a crafted ‘mess’ and developing into the pristine choreography Chippendales is known for today.”

Scroll to see more from inside the Welcome to Chippendales Experience...

Marissa Kiersch, the vice president of brand and experiential for 15|40 Productions, explained that Hulu selected trendy Rocco’s West Hollywood because it “provided a unique environment for this event given the location, high traffic (both pedestrians and vehicles), and an ambiance that leaned into the overall creative vision.”
Marissa Kiersch, the vice president of brand and experiential for 15|40 Productions, explained that Hulu selected trendy Rocco’s West Hollywood because it “provided a unique environment for this event given the location, high traffic (both pedestrians and vehicles), and an ambiance that leaned into the overall creative vision.”
Photo: Courtesy of 15|40 Productions
“When we thought about experiential activations to support our series and build buzz, the team came up with an idea that matched the energy of the series in every way—to recreate a club experience but with a twist,” explained Candice Ashton, the senior vice president of publicity, events, and talent relations for Hulu Originals.
“When we thought about experiential activations to support our series and build buzz, the team came up with an idea that matched the energy of the series in every way—to recreate a club experience but with a twist,” explained Candice Ashton, the senior vice president of publicity, events, and talent relations for Hulu Originals.
Photo: Courtesy of 15|40 Productions
Upon arrival, guests entered the main bar where an emcee kicked off an hour-long guided experience.
Upon arrival, guests entered the main bar where an emcee kicked off an hour-long guided experience.
Photo: Courtesy of 15|40 Productions
The F&B menu featured specialty cocktails (with a risqué play on words) along with light bites and themed touches. Traditional bar food such as popcorn and pretzel bites were tray-passed by waiters adorned with cuffs and collars in the spirit of the iconic costumes from the show.
The F&B menu featured specialty cocktails (with a risqué play on words) along with light bites and themed touches. Traditional bar food such as popcorn and pretzel bites were tray-passed by waiters adorned with cuffs and collars in the spirit of the iconic costumes from the show.
Photo: Courtesy of 15|40 Productions
The experience included clips from the show, two performances by dancers, and a photo booth.
The experience included clips from the show, two performances by dancers, and a photo booth.
Photo: Courtesy of 15|40 Productions
Attendees received Hulu “cash” they could use to “purchase” drinks, food, and branded merchandise during the experience.
Attendees received Hulu “cash” they could use to “purchase” drinks, food, and branded merchandise during the experience.
Photo: Courtesy of 15|40 Productions
Attendees could “buy” either a branded fanny pack or a sleeveless T-shirt.
Attendees could “buy” either a branded fanny pack or a sleeveless T-shirt.
Photo: Courtesy of 15|40 Productions
Chippendales is a touring dance troupe best known for its male striptease performances and its iconic costumes that include simply a bow tie, collar, and shirt cuffs.
Chippendales is a touring dance troupe best known for its male striptease performances and its iconic costumes that include simply a bow tie, collar, and shirt cuffs.
Photo: Courtesy of 15|40 Productions
Performances during the experience featured a few costume changes.
Performances during the experience featured a few costume changes.
Photo: Courtesy of 15|40 Productions
'In working with our choreographer and dance team, we needed to make sure that the dancers always felt comfortable,' explained Annie McAllister, 15|40 Productions’ executive producer.
"In working with our choreographer and dance team, we needed to make sure that the dancers always felt comfortable," explained Annie McAllister, 15|40 Productions’ executive producer.
Photo: Courtesy of 15|40 Productions
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