BLK, Match Group’s Affinity dating brand for the Black community, partnered up with ‘HBO Max’ to celebrate the second season premiere of romantic-comedy series ‘Love Life’.
Special date night events were hosted at eight Black-owned restaurants across the US, in New York City, Los Angeles, Detroit and Atlanta. The cities were chosen based on its importance to the series and each venue curated a food and cocktail menu that was inspired by the main characters.
All of the tables also had themed cards featuring different conversation topics. These ranged from general dating questions to more specific elements that are covered in ‘Love Life’.
JP Mallo, VP of Marketing at HBO Max Originals, told BizBash: “We took inspiration from the show’s focus on [main character] Marcus’ dating life, and specifically the experience of navigating love as a Black man, to create a date-night activation that centered these two elements.
“Going out to dinner is a common activity for new couples, so we thought a restaurant experience would be a great way to introduce the new season to our audience.”
The promotion also included an option for daters who couldn’t attend any of the locations in person. They were provided with special recipes to make and host their own celebrations while staying at home.
HBO Max created a date kit in May 2020 for fans to mark the launch of the first season while social distancing. These packs included a three-course meal, Manhattan cocktail kit, limited edition cocktail glasses, candles and a game.
BLK won three ‘Shorty Awards’ earlier this month for its various social media promotions throughout this year, including ‘Small Brand Of The Year’.
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