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HBO – 40 YEARS A PRISONER

WHAT MOVES YOU
DRIVE-THRU EXHIBIT

CONSUMER EVENT

// CHALLENGE

Generate awareness and tune-in for the HBO documentary, 40 Years a Prisoner, which chronicles one of the most controversial shootouts in American history, the 1978 Philadelphia police raid on the radical back-to-nature group MOVE, and the aftermath that led to a son’s decades-long fight to free his parents.

// SOLUTION

Allied Experiential produced “WHAT MOVES YOU,” an immersive, COVID- safe, drive-thru exhibit in downtown Philadelphia for invited guests and local residents.  We also engaged local influencers and promoted the event through local PR.

// EXECUTION

The agency transformed a multi-level, open-air parking garage into an exhibit highlighting four key milestones from the film.  Each zone took consumers through the timeline of the documentary and was designed to reflect its raw and gritty essence. The footprint included messages of social justice, simulated tear gas (a fog machine), vintage props (vehicles, TVs) and historical newsreels.  As guests entered the parking garage, they received a postcard with QR codes linked to accompanying audio tracks to guide them through the four zones, narrated by the documentary’s subject, Mike Africa Jr., who also made a surprise appearance at the activation with family, friends and MOVE members.

// RESULTS

The “WHAT MOVES YOU” drive-thru exhibit was featured in local and national media, including a major feature in The Philadelphia Inquirer

woman posing for 40 years a prisoner allied experiential event production company
entrance of drive through created by event production company
car driving through experience made by marketing agency
people posing in front of experience created by event production company
a frame sign posted at drive through event created by marketing agency
car driving through marketing experience created by event production company
40 years a prisoner event signage by marketing agency
car being assisted at drive through event by marketing agency
consumers driving through 40 years a prisoner event production
40 years a prisoner by allied experiential marketing agency
consumers at 40 years a prisoner by allied experiential event production agency
drive through experience called 40 years a prisoner
phone interaction at 40 years a prisoner by marketing agency
customer interaction by allied experiential event production company
entryway signage at 40 years a prisoner
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