HBO Brings Lovecraft Country Into the Real World With Drive-In Event

Experiential powerhouse Giant Spoon builds an immersive yet contactless activation for the Season 1 finale

lovecraft country activation
Masked actors in 1950s attire welcomed guests to the Lovecraft Country Drive-In. Courtesy of HBO

HBO has already created influencer kits supporting Black-owned businesses and launched a virtual reality series to build buzz for Lovecraft Country, which was named Hottest New Show in Adweek’s 2020 Hot List issue. The network rounded out its months-long promotion of the supernatural drama series with an in-person drive-in experience for the Season 1 finale. 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.