During SDCC, FX also debuted its collaboration with Chain, the dining experience company known for its reimagined takes on pop cuisine staples, which involved a vending machine stocked with exclusive custom in-world beverages.
More brands enter the orbit
In terms of brand activations, FX collaborated with Skullcandy for limited-edition Skullcandy x FX Alien: Earth Crusher Evo Headphones, which feature a custom design inspired by the show. The company is also teaming up with SoulCycle for a special ride full of Alien: Earth-themed classes and limited-edition giveaways across 54 SoulCycle studios.
Meanwhile, the company collaborated with Black Tap Craft Burgers & Beer for a limited-edition Alien: Earth Burger and Cryo CrazyShake found at Black Tap locations across New York City, Nashville, Dallas, and Las Vegas at The Venetian, which were available from July 28 to Aug. 10. Also on the beverage front, FX collaborated with Kraken Rum and Cocktail Courier for a limited-edition “Containment Cocktail Kit” featuring Kraken Rum and co-branded glasses and ingredients to make two custom cocktail recipes inspired by the show.
The campaign made sure to cover a lot of ground, also working with select W hotels, including W Hollywood, W New York – Times Square, W San Francisco, and W Seattle, between Aug. 8 and Aug. 14, to create branded moments like signature cocktails available at participating W Hotel restaurants.
Leading into premiere week, several of the brand collaborations came together in The Hunt, a global stunt across 14 cities, which includes the USCSS Maginot containment unit crate guarded by Prodigy Corp officers, where fans can look for hidden Easter eggs, photo ops, and exclusive prizes.
By participating, fans got the chance to win a pair of the limited-edition Skullcandy headphones, a round-trip airfare, and a 2-night stay in one of the W Hotel locations that participated in The Hunt, as well as other branded products.
When looking at the collaborations, Hardaway Green said the goal was to identify brands that “understood the importance of creating a unique experience.”
“There are all kinds of different collaborations that can be successful for various reasons, but we wanted to steer clear of a traditional logo-slap tune-in on a product, or in their space, so it was important for us that we could find interesting ways to engage the audience and provide opportunities,” Hardaway Green said.