Bachelor Nation, rejoice: The 16th season of The Bachelorette, featuring Clare Crawley as the woman wielding the roses, is premiering at a drive-in event in Los Angeles for the first time—hours before its televised debut later that evening.
The experience, open to 200 guests and hosted by ABC, PopSugar and YouTube TV, will take place at The Grove in Los Angeles on Oct 13. Fans will be met with a DJ, franchise trivia and a “grand entrance-worthy” photo opportunity upon arrival. Dinner, snacks and drinks will also be provided—plus more surprises to be announced—and safely delivered straight to each car. Details on how to attend will be released in the coming days.
“Despite the numerous Covid-19 challenges, PopSugar continues to innovate its experiential offering to create memorable experiences that connect our brand partners with our massive, young female audience,” said Lindsay Leaf, svp of experiential marketing at Group Nine Media, in a statement.
PopSugar’s audience, Leaf added, is 20 times more engaged with content related to The Bachelorette than with average content, making this partnership “the perfect match.”
The Bachelor franchise’s dedicated fanbase brought 7.4 million sets of eyes to the Season 15 finale episode last summer. The new season premiere airs on Oct. 13 at 8 p.m. ET, and promises to be one of the franchise’s most surprising, with a slew of spoilers already bouncing around the internet.
Through the event, fans “will be able to experience a night of fun, romance, and of course—drama—even at a time we can’t all be together,” said Shannon Ryan, president of marketing for ABC Entertainment, Disney Television Studios and Hulu Originals.
Host Chris Harrison announced the 31 male contestants for season 16 yesterday via livestream, dropping dozens of sneak peeks throughout the 30-minute video.
The drive-in event is part of a broader trend in experiential advertising that brands and advertisers are using to fill in the gap as the Covid-19 pandemic continues to make traditional in-person activations difficult. Most recently, Hulu announced that it will be hosting a drive-in “Huluween” event, scheduled for later this month in Los Angeles’ Griffith Park, and Impossible Foods recently hosted a pop-up car wash, also in LA.