High Maintenance – HBO

The Challenge

HBO wanted a mobile activation in targeted markets to promote season 3 of High Maintenance, a show about a marijuana dealer in Brooklyn who delivers his goods via bicycle to stressed-out clients across New York City.

The Solution

Located in the heart of Williamsburg, Brooklyn on Friday morning January 18, 2019; as well as the center of the Venice Beach Boardwalk on Saturday morning January 19, 2019, fans encountered brand ambassadors dressed up as the show’s main character, “The Guy,” and were ushered to start their mornings on a high note with courtesy caffeinated cups out of fully wrapped High Maintenance coffee trucks.

Star power also fueled the morning commute, show frontrunner and creator, Ben Sinclair showed up in Brooklyn to enjoy a cup, interact with fans, and post a series of Instagram-stories about his experience at the truck, on both his personal account and the show’s official account.

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