OBJECTIVE

BMF partnered with FX Kindred to create an experiential activation that would build buzz, drive tune in for launch, amplify on social, and earn media attention.

ABOUT THE PROJECT

To bridge the worlds between core fans of the book with the show’s target audience, we’ll beckon consumers to experience FX’s new show KINDRED via a Mobile Bookstore Consumer Pop-Up Experience.

We’ll show up in two key markets – Harlem & D.C. – this December with a promotional activation on wheels. At the pop-up, guests can get a sneak peek of exclusive show content, receive a copy of KINDRED (or a redemption at a local nearby Black-owned bookstore partner), and redeem swag, such as bookmarks, tote bags, and coffee, with a QR code driving to Hulu to watch the series.

As a layered component, we’ll work with up and coming Black artists to re-interpret the IP cover art through the lens of duality as a way to engage audiences on the show’s themes.