iHEARTCOMIX (IHC) and Amazon Studios challenged RMNG to use our experiential marketing expertise to create excitement around one of the most highly anticipated films of 2019 - Honey Boy.
IHC and RMNG aligned efforts to curate a mobile in-market tour traveling to 12+ industry and consumer events in Los Angeles where moviegoers enjoyed a custom culinary experience. We executed The Honey Boy Experience around two key pillars: a curated menu and an unforgettable experience at select, high-profile locations.
The RMNG culinary team collaborated closely with IHC to create 2500+ personal pies, each distributed in a branded box. Each flavor - Honey Apple, Honey Pumpkin, Chocolate Meringue, and Lemon Meringue - was exclusively invented to elevate the physical interaction by echoing a key plot point in the film.
RMNG ensured the value of each consumer interaction by securing permits and permissions at some of LA’s most desired locations, including Venice First Fridays, Cinespia at the Hollywood Cemetery, Neuehouse Theater, Arclight Cinerama Dome, and more. The mobile Honey Boy experience was featured at the premiere party as a staple interaction element.
Our location strategy was to focus on both industry events and consumer events in order to capture attention from both critics, insiders, and the public. We were honored to have Director Alma Har’el and cast members Shia LaBeouf, Noah Jupe, and FKA Twigs come out and visit The Honey Boy Experience.
The highly-anticipated promotional tour generated a following and buzz around the movie premiere leading to ticket sales and a once in a lifetime experience.
*Photo Credits: IHC