How Freeform's Cruel Summer Created a Shared, Safe Premiere

Freeform, the Disney-owned cable channel that specializes in young adult programming, has come up with a clever answer to an experiential riddle marketers have faced for months: How do you throw a real-life event where people are safely alone, yet somehow together? Marketers at the network, hyping the new series Cruel Summer, recently did a major hotel takeover, buying out 80 rooms at the landmark Beverly Hilton in Los Angeles. Ensconced in those socially distant luxury suites? Influencers, media, celebrities and the cast of the psychological thriller, which debuted Tuesday after racking up 7.5 million views for its trailer. The guests, in their own friends-and-family bubbles, watched from their balconies as two episodes of the show beamed onto a 70-foot outdoor screen. Network executives said they considered a number of popular tactics like drive-ins and drive-throughs before deciding on the splashy “vertical premiere” with its intimate pandemic-compliant pods. “We wanted to find a new concept that had never been done before,” Joe Ortiz, Freeform’s newly named svp of content marketing, told Adweek. “And we wanted to address that yearning that people have for a shared experience.” The event, held last week in collaboration with Gold Sky Productions, was contactless, yet participants could see, hear and communicate with fellow viewers, breaking the isolation barrier. It's part of a broader promotion for the 1990s-set Cruel Summer, with classic brands from the era like Steve Madden and Dippin’ Dots launching national giveaways and consumer offers. The pandemic-safe screening comes at a time when experiential marketing is morphing, as some coronavirus-related restrictions remain in place and mass gatherings are still verboten. Since last year, entertainment brands have staged drive-through experiences, like the ongoing Netflix promo for Stranger Things in L.A., while drive-ins have proliferated, such as the recent Rose Bowl screening of Amazon Prime's original series Invincible. Most millennial and Gen Z consumers, according to a recent study from Vice Media Group, are itching to return to real-life events within the next few months, and they’re looking for curated, immersive, thoughtfully-designed environments. Against that backdrop, Ortiz said he’s pushed his team to “get innovative with solutions. We’re looking at how we can reshape the event concept in today’s new reality. And we always want to find ways to bring a title to life organically for fans.” Though only about 250 partiers could attend the Beverly Hills event in person, Freeform captured snippets from the evening via drones. And participants were encouraged to share peeks into their hotel rooms, which were stuffed with nostalgic props like lava lamps, inflatable furniture and Caboodle boxes. (The snack menu also included a number of period-specific favorites like Hot Pockets, Pop Rocks and Capri Sun.) The content, which includes on-site appearances from the drama’s stars and a video message from executive producer Jessica Biel, will be distributed on Freeform’s social channels and, synergistically, across some Disney platforms. Other ‘90s-pegged activities to celebrate the show include a two-day pop-up roller rink at the Westfield Century City Mall, and Amoeba Music giveaways—$20 vouchers and Cruel Summer choker necklaces—at the legendary record store’s new Hollywood location. Nationally, Dippin’ Dots will dole out a free “Cruel Summer Chill Thrill” flavor, a combo of rainbow ice and cotton candy, and Cruel Summer-branded scrunchies. Steve Madden, meanwhile, will give away pairs of its ‘90s black Slinky platform sandals, as seen on characters in the show. Disney Bolsters Ad Sales Unit, Promoting Adam Monaco and Several Others

Experiential Marketing

How Freeform Solved the Marketing Riddle of Creating a Shared but Safe Experience

The network staged a 'vertical premiere' for guests who watched from their hotel room balconies

T.L. Stanley

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

T.L. Stanley