Free Webinar April 3: AI-Powered Event Personalization.

Free Webinar April 3: Creating Personalized Event Experiences Using AI.

See Inside These Buzzy ‘Yellowjackets’ Screenings

Paramount+ with SHOWTIME hosted advanced showings of the new season with some branded, slightly ghoulish goodies.

March 6, 2025

The screenings were open to the public and targeted toward fans of the show, entertainment influencers, and media known to be part of the Yellowjackets Hive. In total, over 400 tickets were sold across all four cinemas, with nearly 5,000 fans visiting the lobby installations.Photo: Courtesy of Cartwheel & Co. MarketingTo celebrate the new season of Yellowjackets, Paramount+ with SHOWTIME invited fans to advanced screenings of the first two episodes at Alamo Drafthouse locations in Chicago, Dallas, Denver, and New York City.

Hosted on Galentine’s Day (Feb. 13), the events, which were produced by Cartwheel & Co. Marketing, were a “love letter” to the YJ Hive—as the series’ fan base is known—complete with Yellowjackets goodies; a series-themed menu (minus the cannibalism); and, in Brooklyn and Dallas, a '90s-era video store pop-up.

ICYMI: Yellowjackets follows the story of a team of high school girls soccer players who survive a plane crash in the Ontario wilderness. The series chronicles their descent from a team into cannibalistic clans.

Cartwheel worked with Paramount+ with SHOWTIME in 2022 on the launch of an Emmy Awards guerrilla marketing stunt for season two of the show. As part of the campaign, the Antler Queen—the figure in the show who leads rituals for the group—went to local businesses in voter-rich neighborhoods throughout Los Angeles.

Rob Drury, founder and CEO of Cartwheel & Co. Marketing, explained that the choice of Alamo Drafthouse locations was strategic and based on audience insights from Paramount+ with SHOWTIME, with the aim of both engaging the Yellowjackets Hive and attracting new audiences.

“After a production hiatus, the goal was to reengage the core fan base by selecting markets with the most passionate and concentrated fandom, while also reaching potential new fans through press and influencer engagement,” he said, referring to the almost two-year break between seasons.

The screening events also supported the Los Angeles County Education Wildfire Recovery Fund to help expand mental health resources for students and families affected by the wildfires.

VENDORS
Design and Production: Cartwheel & Co. Marketing
Fabrication: 3rdAVE
Photography: Jordan Kleinman
Staffing: Perfect 10 Promotions

Keep scrolling to see more from inside the Yellowjackets screenings...

In February, fans were invited to advanced screenings at Alamo Drafthouse locations around the U.S.

In February, fans were invited to advanced screenings at Alamo Drafthouse locations around the U.S.

Photo: Courtesy of Cartwheel & Co. Marketing

The screenings were open to the public and targeted toward fans of the show, entertainment influencers, and media known to be part of the Yellowjackets Hive. In total, over 400 tickets were sold across all four cinemas, with nearly 5,000 fans visiting the lobby installations.

The screenings were open to the public and targeted toward fans of the show, entertainment influencers, and media known to be part of the Yellowjackets Hive. In total, over 400 tickets were sold across all four cinemas, with nearly 5,000 fans visiting the lobby installations.

Photo: Courtesy of Cartwheel & Co. Marketing

As a nod to the setting of the show, the screenings featured a '90s-era video store vignette, which was inspired by one of the characters on the show, Van Palmer, who runs her own retro video store as an adult.

As a nod to the setting of the show, the screenings featured a '90s-era video store vignette, which was inspired by one of the characters on the show, Van Palmer, who runs her own retro video store as an adult.

Photo: Courtesy of Cartwheel & Co. Marketing

Attendees could snag VHS boxes filled with goodies including friendship bracelets.

Attendees could snag VHS boxes filled with goodies including friendship bracelets.

Photo: Courtesy of Cartwheel & Co. Marketing

The theater locations were chosen based on audience insights from Paramount+ with SHOWTIME, with the aim of engaging the Yellowjackets Hive and attracting new audiences.

The theater locations were chosen based on audience insights from Paramount+ with SHOWTIME, with the aim of engaging the Yellowjackets Hive and attracting new audiences.

Photo: Courtesy of Cartwheel & Co. Marketing

YJ Hive is the nickname for the series’ fan base.

YJ Hive is the nickname for the series’ fan base.

Photo: Courtesy of Cartwheel & Co. Marketing

A recurring symbol throughout the series is a line drawing of an impaled girl with a hook for feet. The image adorned candy hearts that were handed out at the screenings.

A recurring symbol throughout the series is a line drawing of an impaled girl with a hook for feet. The image adorned candy hearts that were handed out at the screenings.

Photo: Courtesy of Cartwheel & Co. Marketing

In honor of Galentine’s Day, attendees received branded boxes of chocolate.

In honor of Galentine’s Day, attendees received branded boxes of chocolate.

Photo: Courtesy of Cartwheel & Co. Marketing

The food packaging featured cheeky nods to the show's darker elements.

The food packaging featured cheeky nods to the show's darker elements.

Photo: Courtesy of Cartwheel & Co. Marketing

The featured menu items were The Snackie Special (green chile queso with cotija, cilantro, and corn tortilla chips); Pit Girl Pie (a hearty pizza with pepperoni, bacon, pork sausage, mozzarella, Parmesan, and marinara sauce); The Stinger (vanilla ice cream with Grady’s Cold Brew, topped with whipped cream and chocolate sauce); and The Wilderness is Mezcalling (a cocktail with Illegal reposado mezcal, watermelon puree, pressed lime juice, and a salted rim).

The featured menu items were The Snackie Special (green chile queso with cotija, cilantro, and corn tortilla chips); Pit Girl Pie (a hearty pizza with pepperoni, bacon, pork sausage, mozzarella, Parmesan, and marinara sauce); The Stinger (vanilla ice cream with Grady’s Cold Brew, topped with whipped cream and chocolate sauce); and The Wilderness is Mezcalling (a cocktail with Illegal reposado mezcal, watermelon puree, pressed lime juice, and a salted rim).

Photo: Courtesy of Cartwheel & Co. Marketing

In February, L'Oréal Paris hosted a pop-up event to celebrate the launch of its new Paradise Big Deal Mascara. It featured an immersive billboard activation in Times Square where visitors were able to have their lashes featured. Eight thousand products were distributed and the experience generated 18.6 million instances of the hashtag #bigdealmascara.

Top 5 Ways Event Profs Measure the Success of Pop-Up Activations

This Skincare Brand Created an Oasis of Wellness in the Wake of LA's Wildfires

Netflix Bites Vegas is a yearlong spinoff of the streaming platform's Netflix Bites LA, which was a 2023 pop-up focused exclusively on Netflix's culinary programming.

Netflix's Tasty New IRL Experience Is Now Open in Las Vegas

The one-day event welcomed 283 attendees.

Food Porn: Get a Sneaky Peek Inside CookUnity’s Peep Show Experience

Experiential Marketing, Activations & Sponsorships

Top 5 Ways Event Profs Measure the Success of Pop-Up Activations

From social media engagement to dwell time, here are some of the key KPIs they track.

In February, L'Oréal Paris hosted a pop-up event to celebrate the launch of its new Paradise Big Deal Mascara. It featured an immersive billboard activation in Times Square where visitors were able to have their lashes featured. Eight thousand products were distributed and the experience generated 18.6 million instances of the hashtag #bigdealmascara.

Experiential Marketing, Activations & Sponsorships

This Skincare Brand Created an Oasis of Wellness in the Wake of LA's Wildfires

Natura Bissé's Casa Hollywood activation featured workshops, master classes, and an innovative culinary experience that showcased its skincare—all while helping Angelenos get their glow back.

Experiential Marketing, Activations & Sponsorships

Netflix's Tasty New IRL Experience Is Now Open in Las Vegas

Netflix adds to its roster of IRL fan experiences with Netflix Bites Vegas, a one-year culinary residency at MGM Grand Hotel & Casino that brings the streaming platform's shows and movies to the table.

Netflix Bites Vegas is a yearlong spinoff of the streaming platform's Netflix Bites LA, which was a 2023 pop-up focused exclusively on Netflix's culinary programming.

Experiential Marketing, Activations & Sponsorships

Food Porn: Get a Sneaky Peek Inside CookUnity’s Peep Show Experience

The meal delivery platform hosted a one-day pop-up that highlighted the sensual side of dining.

The one-day event welcomed 283 attendees.

Experiential Marketing, Activations & Sponsorships

33 Cool Ideas You May Have Missed From NBC, Nespresso, Whataburger, and More

Here’s a look at some steal-worthy ideas we spotted in February 2025.

Fifteen Percent Pledge Gala

Experiential Marketing, Activations & Sponsorships

This Haircare Brand Celebrated Decades of Black Beauty with a Retro-Style Fete

Co-hosted by actress Keke Palmer, the event highlighted Creme of Nature's connection to Chicago’s South Side, where the brand was founded in 1976.

One vignette featured a retro outdoor setting, replete with lawn chairs and a boom box, inspired by Chicago’s South Side in the 1970s.

See Inside HBO's Stunning 'The White Lotus' Premiere Event

16 Event Profs Reveal Their Most Ingenious Problem-Solving Hacks

15 Attention-Grabbing Booths From Natural Products Expo West 2025

10 Glam Stations That Stole the Spotlight at Events

How Higher Tariffs Are Impacting the Event Industry

How to Launch a New Event Agency in Decadence and Style

Experiential Marketing, Activations & Sponsorships

Get a Look at the Best Brand Moments From NYFW Fall/Winter 2025

From chip pants to coffee pop-ups, this month’s New York Fashion Week featured clever partnerships, fun parties, and plenty of inspiring designer shows.

NYLON Nights: Fashion Edition

Experiential Marketing, Activations & Sponsorships

See Inside Welch’s Zero Bodega That Turned Into a Surprise Speakeasy

The food brand launched its new line of drinks with a play on the beloved NYC corner store, along with an unexpected hidden lounge.

The door to the speakeasy resembled a fridge.

Experiential Marketing, Activations & Sponsorships

Why Subway Hosted a Fancy Five-Course Meal

The restaurant chain showcased its ingredients in unexpected ways with an immersive dinner experience in NYC.

The event featured a formal dinner setting.

Experiential Marketing, Activations & Sponsorships

What’s In and What’s Out for Brand Experiences in 2025

Experiential marketing pros share key best practices—and what to leave behind—for designing successful activations this year.

Last year, CBS invited media, influencers, and fans to experience life as Colter Shaw—the protagonist of the series Tracker—with overnight events at scenic AutoCamp locations. Elevated influencer partnerships can help brands build more loyal communities.

Experiential Marketing, Activations & Sponsorships

Snow Business: Top Brand Activations From the 2025 Sundance Film Festival

This year’s parties, panel discussions, and brand activations honored independent filmmaking at the annual tentpole event.

Festivalgoers were able to relax by a fireplace on an outdoor terrace, complete with a cozy heated yurt.

Experiential Marketing, Activations & Sponsorships

26 Cool Event Ideas You May Have Missed From Peacock, MGM Resorts, 'Variety,' and More

Here’s a look at some steal-worthy ideas we spotted in January 2025.

In the North Bed, a 28-foot floral serpent honors the Year of the Snake. Red and gold silk lanterns hang above, while a koi fish fountain spouts water into a tranquil pond.

Page 1 of 132