How Freeform Solved the Marketing Riddle of Creating a Shared but Safe Experience

The network staged a 'vertical premiere' for guests who watched from their hotel room balconies

Freeform, the Disney-owned cable channel that specializes in young adult programming, has come up with a clever answer to an experiential riddle marketers have faced for months: How do you throw a real-life event where people are safely alone, yet somehow together?

Marketers at the network, hyping the new series Cruel Summer, recently did a major hotel takeover, buying out 80 rooms at the landmark Beverly Hilton in Los Angeles. Ensconced in those socially distant luxury suites? Influencers, media, celebrities and the cast of the psychological thriller, which debuted Tuesday after racking up 7.5

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