Weekly Viewing Parties for SHOWTIME’s The L Word: Generation Q
SHOWTIME has been a pioneer in LGBTQ-inclusive programming for over 2 decades and has helped bring LGBTQ stories to the forefront through series including the groundbreaking show The L Word which premiered in 2004 and ran for six seasons. Ten years later, the series was revived in 2019 with The L Word: Generation Q, bringing back some of the original show’s favorites as well as a new, younger cast.
In the summer of 2021, SHOWTIME called on Empire to help promote the 2nd season of The L Word: Generation Q by enhancing a series of weekly viewing party events in six cities across the US over a nine-week period leading up to the season finale. In Los Angeles; Atlanta; Washington, D.C.; Mobile, AL; Houston, TX; and New York City, Empire sent brand ambassadors, custom swag, games, photo booths, and other fun activities to a total of over 50 viewing events held mainly in lesbian bars.
At Henrietta Hudson in NYC and The Semi-Tropic in Los Angeles, fans were treated to surprise appearances from most of the show cast including Kate Moennig, Leisha Hailey, Arienne Mandi, and Jennifer Beals. SHOWTIME’s enhancements to the weekly viewing parties helped swell attendance to 3x the usual numbers, peaking at around 400 guests for the finale episode watch parties in New York City and Los Angeles.
The 2nd season of The L Word: Generation Q is available on-demand on SHOWTIME.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
