{"id":3552,"date":"2023-07-02T04:19:28","date_gmt":"2023-07-02T04:19:28","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/how-max-brought-the-world-of-sex-and-the-city-to-life\/"},"modified":"2023-07-02T04:19:29","modified_gmt":"2023-07-02T04:19:29","slug":"how-max-brought-the-world-of-sex-and-the-city-to-life","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=3552","title":{"rendered":"How Max brought the world of \u2018Sex and the City\u2019 to life"},"content":{"rendered":"
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Nearly a year ago, the marketing team at Max began working on plans to promote the second season of And Just Like That\u2026, <\/em>the spinoff of the popular HBO series Sex and the City.<\/em><\/p>\n<\/div>\n

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And then they realized\u2026there was an anniversary to celebrate first. The 25-year anniversary of the first episode of Sex and the City, <\/em>to be exact.<\/p>\n<\/div>\n

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\u201cWhen we discovered that the anniversary was falling directly in the promotional window, we were like, truly, there\u2019s no better opportunity,\u201d Dana Flax, VP of Max Originals marketing, told Marketing Brew. \u201cWe could celebrate everything that has meant so much to fans about the original series, and give them that sneak peek of the new season.\u201d<\/p>\n<\/div>\n

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The resulting campaign, which began rolling out this month ahead of today\u2019s premiere of And Just Like That\u2026<\/em>\u2019s second season, <\/em>has included an extensive presence throughout New York, including a full-page ad in the New York Times, ads and voice-overs in the New York City subway system, and a recreation of the series\u2019 most iconic locations and looks inside a SoHo pop-up.<\/p>\n<\/div>\n

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Beyond the city limits, Flax spearheaded a full-scale digital and social campaign, out-of-home ads in malls across the country, and a linear TV presence, like a sponsored Sex and the City <\/em>marathon on E!<\/p>\n<\/div>\n

Welcome to New York<\/strong><\/h2>\n
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In lower Manhattan earlier this month, well-dressed attendees lined up for entry to the pop-up. Inside, replicas of Carrie Bradshaw\u2019s stoop, apartment, and writing desk offered opportunities for visitors to have their photos snapped. A partnership with the creative studio Framestore let attendees walk inside Carrie\u2019s closet and see some of the most memorable looks from the series and its spinoffs on vertical screens. A few steps further, more iconic looks were on display, including a wall of shoes and glass cases full of curated outfits, bags, and shoes.<\/p>\n<\/div>\n

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Alongside designers like Manolo Blahnik and Fendi were other brands. LG sponsored a screen playing series clips; Post-It backed an interactive wall nodding to the show\u2019s infamous break-up Post-It; and Ketel One sponsored a bar serving Cosmopolitans (and a mocktail equivalent). Before exiting, attendees could stop at a merch table and purchase branded memorabilia.<\/em><\/p>\n<\/div>\n

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