HBO hosted a multi-day, immersive experience in support of the McMillion$ documentary series world premiere at the 2020 Sundance Film Festival. The interactive experience took guests through the true story of the $24 million McDonald’s Monopoly fraud that shocked the nation at the height of the game’s popularity.
The striking pop-up storefront beckoned attendees to “enter to really win” while providing opportunities for all festival-goers to win custom cocktails, food, and prizes by literally peeling back the layers of the venue’s doors, bars, and walls.
The event exposed visitors to the documentary series in such a fun and dynamic way, that a significant amount of time was spent in the footprint which created a sizable window to influence perception and post-event viewership. Due to a memorable experience, footprint visitors indicated an affinity towards the series and a high likelihood to recommend it to friends/family.