LOS 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.”
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