HUNTERS GRINDHOUSE & IMMERSIVE 70’S EXPERIENCE
For one week, guests are invited to experience the “gritty, kaleidoscope-world” of Hunters in an immersive series premiere.
At the center of this time warp is the Empire, Amazon’s Grindhouse, a converted cinema paying homage to the grungy relics of 42nd street. Patrons brave enough to venture here will get to interact with shady New Yorkers, eat 70s style snacks and watch an exclusive “Grindhouse Version” of the Hunters pilot before heading off to the nearby bowling alley where they can dive deeper into the show’s characters in a killer after party.
To view the case study, please click here or continue to explore the show below.
Watch Buzzfeed’s video for an experience overview
For 6 days, we transformed an entire Los Angeles block into 1977 New York City, complete with over 40 improv actors in period clothes playing everything from street troubadours to 3 card monte hustlers, 70s cars parked along the street and 16 participating stores with 70s music, employees in period clothes, and Hunters-related specials.
The public event took over a city block of Figueroa Street in the northeast L.A. neighborhood and gave the Highland Theater and Highland Park Bowl a very groovy makeover.
Watch Buzzfeed’s video for an overview of their experience.
FAR OUT NUMBERS
Sold out in 24 hours so we tacked on Sunday to open it up to more fans
5,000+ attendees, including Amazon’s Talent Night and a Buzzfeed Premiere Party
40 Improv Actors including 3-Card Monty, “Patti Smith” street performers, shady hustlers and a Coney Island sword swallower
20% increase in foot traffic to 16 Participating Stores who played along in 70s attire, created 70s / Hunters themed menus or events, etc.
3.5B Media impressions and 121k drive by impressions
29 Major Press Stories including industry press
43k Cumulative hours dancing to 70s grooves
We designed the experience for three types of fan behaviors, which we call Skimmers, Dippers, and Divers.
Skimmers are completely unaware of the show, so we reached them by holding special PR and Influencer events, generating social buzz and PR. Dippers connected socially over shared passions and enjoyed the interactions with 70s characters and the party at Hunters Alley. Divers love to explore and learn, so we layered the experience with details and clues related to the show for them to discover.
SETTING THE SCENE
On the street, BAs and actors were strategically placed to draw patrons into the Hunters gritty setting —1970s NYC. As “undercover operators” they added texture to help create the Hunters World, directed guests through the experience, invited passersby to join and broke up traffic between venues.
To add to the environment, we lined the street with 70s cars, police cruisers and checkered NYC cabs. Stores also displayed posters and 70s'-ified their store fronts.
WELCOME TO FEAR CITY:
EXPERIENCE GUIDE:
Written by the NYPD in 1975, the Fear City Survival Guide was a stark warning to both the Mayor and outsiders of the ground war broiling amongst its citizens.
Our Survival guide, provided by the mysterious group called Hunters, mirrors the original but hints at their own secret war with the Nazis, introduces plot elements, and will help guide the experience.
THE GRINDHOUSE
The experience was anchored by a re-created “grindhouse cinema” where we held a screening of the pilot. Entering the theater was like a timemachine to the 70s. Inside, custom decor, props and age appropriate candy were given away. Guests could also visit Babel Comics - Jonah’s place of work - and collect a limited edition Hunters comic. Before the show, we even created our own 70s previews and created ads complete with easter eggs from the show’s world.
One key aspect of the project was the Empire Theater’s Marquee, a custom fabricated piece inspired by the 1970s grindhouse theaters of NYC’s TImes Square.
THE MAGIC TICKET
As guests checked-in, they received a sweet tote and a punch card inspired by a 1970’s Ride Ticket from Coney Island’s Steeplechase Park.
The dual purpose card helped BAs keep track of premiums and free food and drinks that are spread through the venues.
It also acted as a “map” encouraging guests to explore both venues in order to fill all their punches.
HUNTERS ALLEY
The Hunters Alley was a celebration of the Hunters colorful central characters. Guests will be able to dive deeper into the character’s stories as they explore. The two front rooms were odes to two different areas of Jonah’s life - one for Coney Island, where he kicks back beers with his pals, and the other as the lair for the team. Throughout the rest of the venue, the Hunters theme pops through in type, posters, a stairwell harkening back to a major scene in the first episode, themed cocktails and giant custom banners for each character.
BLOODY GOOD SURPRISES
Throughout the venue, guests found special themed premiums, easter eggs and photo ops.
Entrance: Stickers
Coney Island: Glow in the dark “sweet revenge” cotton candy, “freak show” performances, funhouse mirrors
The Lair: Lonny Flash “Master of Disguise” mustaches, gif photo op
Alley: Bowling socks, themed cocktails, bowling ball return with secret messages
AWARDS:
THE DRUM AWARDS FOR EXPERIENCE
Winner – The Chairs Award
Winner – Product Launch/Relaunch Experience of the Year
Highly Commended – B2C Experience of the Year
Highly Commended – Event Production of the Year
Client: Amazon Prime Video | Amazon Originals
Agency: Campfire + The Mill
Creative Leadership Team: Jessica Urgo | Kade Roybal
Designer: Matt Jensen
ECD: Mike Monello