Wednesday Buzz: Rebuilding a Fictional Town

How Netflix turned to live events to promote its revival of the cult show Gilmore Girls. Also: the next act for the two guys who created the hugely popular news site Politico.

It’s not easy to build buzz for something that’s long been dormant, but when Gilmore Girls was revived earlier this month, Netflix was up to the task.

A big element of that buzz, notes BizBash, was a series of live events that brought the vibe of Stars Hollow, Connecticut—the show’s hometown—to Los Angeles. Netflix teamed with the experiential marketing firm MKG to create a real-life version of the fictional setting.

For three days before the show’s premiere last week, Netflix hosted a variety of themed events, targeting both the red carpet and consumers at large.

“The Festival of Four Seasons,” the consumer event set up around UCLA’s Dickson Court, did much to evoke warm memories of the show before its return.

“Popular businesses from the show were represented with booths around the square, and on-theme event decor and props embraced the Gilmore Girls aesthetic,” BizBash’s Alesandra Dubin wrote. “Catering drew inspiration from the show: Staff wore ‘Al’s Pancake World’ T-shirts; lo mein was served in Al’s-branded Chinese takeout containers; Taylor’s Olde Fashioned Soda Shoppe served desserts including freshly made cider doughnuts and pop tarts; and, of course, coffee came from the show’s beloved Luke’s coffee shop.”

It was an elaborate strategy that got folks talking. At Glamour U.K., writer Kat Brown could barely contain her excitement at the real-life rendition of Stars Hollow.

And it wasn’t the first time Netflix went down this road, either. Back in October, Netflix held a promotion at coffee shops around the country, turning them into versions of Luke’s Diner—and handing out free coffee.


For years, DC-based Politico has defined the news media’s approach in the nation’s capital and beyond. Now, two of its architects, Jim VandeHei and Mike Allen, are looking to offer up something new under the brand name Over at Vanity Fair, VandeHei and Allen discuss their strategy, built on the idea of a news outlet unburdened by old models.

Should you bring your family to your next conference? This GIF-heavy post at Health eCareers is firmly in the “no” camp.

Finding the right hashtag for your event can be a challenge. The Social Tables blog offers considerations to keep in mind when picking that all-important Twitter tag.

How Slack eats its own dog food, according to Fast Company.

Stars Hollow, as it appeared in Los Angeles earlier this month. (via the Gilmore Girls Facebook page)

Ernie Smith

By Ernie Smith

Ernie Smith is a former senior editor for Associations Now. MORE

Got an article tip for us? Contact us and let us know!