Our goal was to cultivate a unique launch over the pre-premiere weekend. As a riff on the first ever Golden Bachelor, we celebrated the theme throughout all touchpoints by “Painting the Town Gold” – curating locations and activations to drive awareness, ignite conversations, and leave guests with a memorable experience.

Taking over the iconic LA Landmark, Mel’s Drive-In in West Hollywood, we adorned the entire eatery (inside and out) in gold embellishments and decor. Serving up exclusive golden milkshakes and a “Golden Hour” food special, guests enjoyed a branded photo op with a professional photographer alongside a golden mustang and flower wall.

We broadened our reach by deploying golden food trucks in LA and NYC, handing out golden themed treats while Golden Bachelor content lived on screens beside the pickup windows; essentially doubling the food trucks as moving billboards advertising the premiere throughout the weekend.