HBO Max challenged us to bring the Gemstones’ world to life by integrating the relevant themes of the show (without giving away any spoilers) and capturing the outrageous hilarity and unexpected excitement of The Righteous Gemstones to drive buzz and viewerships of the launch of Season 3.
The new season comes with many changes. A highlight is the introduction of “The Redeemer” (a monster truck), and the Gemstones siblings takeover of the mega-church in place of their father. Our goal was to cohesively weave together show elements, as well as incorporate easter eggs in an interactive fan experience. The Road to Redemption monster truck rally aimed to bring excitement to dedicated viewers and create curiosity amongst new fans to drive tune-in.
HBO Max took over The Brig parking lot on Abbot Kinney Blvd., creating an interactive fan experience to drive buzz for the season 3 premiere of The Righteous Gemstones. Over 1,700 fans took part in thematic activations including an arm-wrestling machine (wrath), a temporary tattoo station (lust), and a cash grab (greed). Consumers then received a branded token redeemable for complimentary swag items. The custom wrapped monster truck, “The Redeemer,” was the centerpiece of the activation. Attendees also enjoyed refreshments provided by key brand partners, including Insomnia Cookies, Liquid Death, and Church’s Texas Chicken.