The Handmaid’s Tale Marketing at SXSW Features Fire and Rebelion
Justin Lam — March 13, 2018 — Marketing
References: adweek
Hulu has stirred up excitement for the second season of The Handmaid’s Tale at SXSW by setting fire to the oppressive red and white costumes worn by the handmaids in the show. This marketing stunt is being done in partnership with LeadDog Marketing Group and features seven art instillations across Austin, Texas. Each instillation features a large display box with one of the handmaid's costumes inside of it. A ring of smoke and fire is set underneath the cloaks in the box and is meant to mimic a scene from the season two trailer.
The Handmaid’s Tale marketing stunt is meant to showcase the oppression that many women still face, while also encouraging rebellion against oppressive systems. Each instillation at SXSW features a few brand ambassadors that are meant to further the message of resistance. This marketing stunt for The Handmaid’s Tale was done to promote the upcoming season in a meaningful way that could bring together the fiction of the story with the reality of every day life.
Image Credit: Hulu
The Handmaid’s Tale marketing stunt is meant to showcase the oppression that many women still face, while also encouraging rebellion against oppressive systems. Each instillation at SXSW features a few brand ambassadors that are meant to further the message of resistance. This marketing stunt for The Handmaid’s Tale was done to promote the upcoming season in a meaningful way that could bring together the fiction of the story with the reality of every day life.
Image Credit: Hulu
Trend Themes
1. Social-issue Marketing - Social-issue marketing stunts create powerful emotional connections with consumers and inspire them to take action against oppression.
2. Ambassador Branding - Using ambassadors to further a message of resistance can help to build a community of advocates and inspire real-world activism.
3. Interactive Art Installations - Interactive art installations that connect to a larger cultural conversation can create buzz and excitement around a product or message.
Industry Implications
1. Entertainment - The entertainment industry can use social-issue marketing stunts and interactive art installations to create buzz and excitement around upcoming releases.
2. Fashion - The fashion industry can partner with social-issue marketing campaigns to use their products as a way to raise awareness and funds for important causes.
3. Advertising - The advertising industry can specialize in creating impactful marketing campaigns that connect with consumers on an emotional level and inspire real-world action.
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