Inside Showtime’s Huge Experiential Marketing Push for The L Word: Generation Q

Screenings, 29Rooms installation and a branded cruise are tied to the series reboot

a theater marquee for a screening of the l word reboot series
The campaign kicked off with a screening of the first episode at the Castro Theatre in San Francisco on Dec. 3. Flee Kieselhorst for Barak Shrama Photography

Fans of The L Word will soon see characters such as Bette (Jennifer Beals), Alice (Leisha Hailey) and Shane (Kate Moennig) grace their screens again in The L Word: Generation Q, Showtime’s reboot of the drama series that premieres Sunday. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.