A classic yet comical Hollywood-ish “Premiere” event, where fans and media alike were surprised and entertained at each reveal. The event was hosted at a live and running theater, Helen Mills Theater in New York City. Throughout the space, guests were immersed in this star-studded partnership storyline: celebrating our common ground for creating fan connections rooted in joy and delight.
Guests walked the green carpet for the paparazzi before heading into the theater for an exclusive screening announcement and a comedy performance by Michelle Buteau. A completely transformed after-party followed, including partnership-forward, interactive photo moments, a signature cocktail, flavor-inspired menu, and of course unlimited scoops of the new Netflix & Chill’d.
The results
Fans and media enjoyed the exclusive screening of the partnership announcement between Ben & Jerry’s and Netflix.
The seamless co-branding and curated shareable moments during the after-party spoke to the experience of enjoying a scoop of ice cream and streaming content. The event garnered earned media around the partnership announcement and generated social media attention from fans posting on-site.
Owning guest management through Eventbrite, we crafted the perfect invite for true Ben & Jerry’s fans, and surprised Netflix fans once the partnership was revealed during the event. The assets we designed, were later re-formatted and used by teams all over the globe during Ben & Jerry’s and Netflix’s partnership premier events.
