How HBO Is Still Holding Experiential Events Despite the Pandemic

Multicultural marketing chief Jackie Gagne joins Adweek @ Home

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To celebrate the debut of Issa Rae’s hit show Insecure in 2016, HBO threw a block party. That kickoff event grew into an entire festival, drawing 2,500 people for the premiere of the show’s third season.

But when the pandemic hit, HBO’s vp of multicultural marketing Jackie Gagne needed to figure out a different approach. Gagne joined Adweek experiential reporter Ian Zelaya on Adweek @ Home today to discuss how her team managed to not just pivot experiential to a digital format, but saw even more success than in previous years.

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