HBO’s ‘Excessive Upkeep’ activation is handing out CBD Lattes in Venice, Brooklyn
HBO’s third season of High Maintenance premiered on Sunday, January 20, and was promoted with the show’s main product: cannabis. HBO set up green food trucks in New York City and Los Angeles that serve CBD coffee and lattes.
The show’s Twitter posted pictures of the truck inviting fans to drop by on January 18: “Spread the word, Brooklyn. #HMonHBO is here to help with maintenance. Check out N 6th and Bedford for CBD lattes and coffee today. “The excitement reached beyond New York. One person replied, “Take this to DC – a lot of people here could use a good vibe!”
The event in Venice took place the following day and, similar to the invitation to Brooklyn, a picture of the truck was posted to seduce the locals.
The adventure event not only encourages the public to watch high maintenance, but also opens up the growing cannabis industry, which is rapidly gaining momentum due to its legalization in several states. There is still a lot of stigma surrounding marijuana. At this event, however, no participant left a truck “up”.
CBD, or cannabidiol, is a non-psychoactive compound derived from cannabis plants. A report from the World Health Organization found that cannabidiol has no potential or does harm. It has also been linked to many health benefits that help relieve seizures and anxiety.
While many brands have encountered several obstacles when it comes to advertising, enabling high maintenance shows a way to use cannabis safely in marketing.
In August, HBO hosted a similar interactive event with Bumble. For two weeks, Bumble Date and BFF users were invited to watch movies at the Brownstone in New York. It was part of their stay at home in the cinema campaign. HBO wanted to appeal to a younger audience as the core audience is typically in their late 40s.
Ben Sinclair – the show’s lead actor – performed at the Brooklyn event to meet fans. Both trucks were sold out and served around 1,000 drinks in total. According to Marketing Dive, the CBD Latte event “left around 12,000 personal impressions from customers walking around with branded coffee cups and sleeves”.
The comedy-drama TV show follows the nameless New York delivery man “The Guy”. In each episode, he’s the thread that holds all the storylines together while delivering weed to his clients. The show started as a web series on Vimeo in 2012 and received an HBO deal in 2015.