Objective

Build a core following of vocal and active advocates and spark conversation about the series through alignment with global, political, and cultural events. Develop press-worthy marketing activations designed to ignite and engage excitement among potential fans of the new show.

 

Solution

NYLON built buzz for the series premiere of The Handmaid’s Tale via a custom SXSW sponsorship and activation, custom content creation, an "INSTABOMB" influencer program and media.

 

HULU @ SXSW

NYLON celebrated Hulu Original’sThe Handmaid’s Tale in spectacular style—SXSW Style, to be exact. With #TwitterHouse at Austin’s Bar 96 as the playground, guests celebrated #MAIDENPOWER with empowering screen printing stations, photo booth props, and specialty cocktails.
THE EVENT GARNERED 46,098,059+ TOTAL PRESS & MEDIA IMPRESSIONS

 

CUSTOM CONTENT + SUSTAINING MEDIA