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

Costume Party: Why The Masked Singer Took Over These Los Angeles Hot Spots

Fox’s popular celebrity singing show promoted its new season with goodies and giveaways around the city.

Michele Laufik
October 4, 2023

Magnolia Bakery gave away cupcakes swirled with purple buttercream, while Cupcake from season six snapped selfies with fans.Magnolia Bakery gave away cupcakes swirled with purple buttercream, while Cupcake from season six snapped selfies with fans.Photo: Courtesy of Cartwheel and Co.LOS ANGELES—Ahead of its 10th season premiere, which aired Sept. 27, The Masked Singer opened up its costume closet for a one-day activation in Los Angeles.

On Sept. 23, the Fox show partnered with 10 businesses across the city to offer show-inspired freebies, such as goodr sunglasses, doughnuts, tacos, milkshakes, and more, and give fans the chance to see the show’s weird and wacky costumes up close.

The citywide takeover, dubbed Masked Mania, featured stops themed around various costumes and the number 10, such as $10 poke bowls with an extra helping of avocado at Sweetfin Poké, which hosted the Avocado costume—of course—and the debut of the show’s new Donut costume at Trejo’s Donuts along with free Berry Bomb doughnuts.

Other businesses included Los Angeles Ale Works, Fred Segal, Healthy Spot, Kreation, Trejo’s Tacos (Danny Trejo appeared on season three of the show), Hard Rock Cafe, goodr Cabana, and Magnolia Bakery. Integrated marketing agency Cartwheel and Co. coordinated the activation.

“The fact that LA is such a sprawling city was to our advantage for this 10-stop activation because we were able to surprise and delight in a wide variety of different neighborhoods and reach a broad cross-section of Angelenos with our giveaways and goodies,” explained Jill Hudson, senior vice president of publicity at Fox Entertainment, about activating in the city.

As for choosing the business partners, Hudson said that “geography played a factor, as we wanted this to feel like a true city takeover, so we were cognizant of selecting partners who reside in different neighborhoods throughout the city.” A custom Masked Mania map was available to fans to help them track the locations.

She added that the network wanted to “appeal to our broad audience, which meant that the retailers and giveaways had to reflect that. Having a wide variety of offerings was important to us.”

Keep scrolling to see more from the Masked Mania activation...

Los Angeles Ale Works offered a BOGO deal: Guests who bought one beer got a second beer for 10 cents.
Los Angeles Ale Works offered a BOGO deal: Guests who bought one beer got a second beer for 10 cents.
Photo: Courtesy of Cartwheel and Co.
At sunglass brand goodr’s shop in Venice, fans could snag a pair of Pineapple Painkillers sunglasses and see season one’s Pineapple costume.
At sunglass brand goodr’s shop in Venice, fans could snag a pair of Pineapple Painkillers sunglasses and see season one’s Pineapple costume.
Photo: Courtesy of Cartwheel and Co.
Danny Trejo’s performance as Raccoon was honored at his taco shop. Guests received a free “Raccoon taco,” made with a choice of beef barbacoa, chicken tinga, or mushroom asada, and could get an up-close look at Trejo’s Raccoon costume from season three.
Danny Trejo’s performance as Raccoon was honored at his taco shop. Guests received a free “Raccoon taco,” made with a choice of beef barbacoa, chicken tinga, or mushroom asada, and could get an up-close look at Trejo’s Raccoon costume from season three.
Photo: Courtesy of Cartwheel and Co.
The show's Donut costume, which will make its debut on the show’s 10th season, appeared at Trejo’s Donuts, where fans could snag a free Berry Bomb doughnut.
The show's Donut costume, which will make its debut on the show’s 10th season, appeared at Trejo’s Donuts, where fans could snag a free Berry Bomb doughnut.
Photo: Courtesy of Cartwheel and Co.
Fred Segal featured a display of the Queen of Hearts from season six and gave away branded tote bags. Some recipients received Fred Segal gift cards valued at up to $100 inside the totes, while two winners were given a pair of tickets to a live taping of the show.
Fred Segal featured a display of the Queen of Hearts from season six and gave away branded tote bags. Some recipients received Fred Segal gift cards valued at up to $100 inside the totes, while two winners were given a pair of tickets to a live taping of the show.
Photo: Courtesy of Cartwheel and Co.
Magnolia Bakery gave away cupcakes swirled with purple buttercream, while Cupcake from season six snapped selfies with fans.
Magnolia Bakery gave away cupcakes swirled with purple buttercream, while Cupcake from season six snapped selfies with fans.
Photo: Courtesy of Cartwheel and Co.
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