Seventeen and Cosmo bring Netflix’s ’13 Reasons’ to life
Hearst is joining the experiential marketing world with an installation created for Netflix and its hit teen show “13 Reasons Why.”
The publisher is erecting a wall of actual high school-like lockers on both coasts where people can take Polaroids, write confessionals on the snapshots, and post them IRL (in real life). The idea is to “own your truth,” says Todd Haskell, chief revenue officer at Hearst Magazines Digital Media.
This is the first time the publisher’s marketing team is executing an experiential marketing campaign.