HBO’s Lovecraft Country Influencer Kits Support Black-Owned Businesses

Curated products and historical facts build buzz for new horror drama series

The kits included a field guide with information about each business and historical footnotes. HBO, Melissa Ng

Lovecraft Country, HBO’s new supernatural drama series set in 1950s Jim Crow America, tackles the horrors of racism and monsters straight from author H.P. Lovecraft’s stories. To build buzz for the series from showrunner Misha Green and producers Jordan Peele and J.J. Abrams, the network recently curated branded influencer kits containing items tied to its themes and characters, all sourced from or supporting Black-owned businesses. 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.