How HBO Got Insecure Fans to Attend a Virtual Block Party

Network leveraged social media and delivered party packages for the show's Season 4 premiere

Instagram Live screenshots of Issa Rae, Yvonne Orji and Jidenna
The season premiere event had Instagram Live talks with stars Issa Rae and Yvonne Orji, and a Jidenna concert. HBO

HBO’s experiential tactic to build buzz for its comedy series Insecure has always been a promotional block party. The network hosted a small gathering in Brooklyn to celebrate the series premiere in 2016 and grew the event into Insecure Fest, a 2,500-person festival in Los Angeles for Season 3 in 2018. 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.