We’re Here

HBO

Initially planned as a drag house on Rainey Street in Austin for SXSW 2020, influencers and consumers alike were invited to slay, read and serve at the HBO We’re Here WERQshops, official screening and after party. But after COVID-19 rocked the world of IRL experiences, we were forced to pivot and polish the campaign to a social-distance friendly experience to be enjoyed at home. The WERQshops became WERQkits, and had influencers, tastemakers, drag queens and fans dressing to the gods from 6+ feet away.

Watch the sizzle 🔥

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authenticity, honey.

We sourced and purchased product from LGBTQ+ brands exclusively, fostering a partnership with Wigs & Grace, the show stylists’ wig supplier, to ensure authentic support of LGBTQ+ creatives and vendors while finding inventive solutions to maximize the remaining budget after some non-refundable SXSW costs. Ultimately, HBO created more than 250 WERQkits to drive awareness, buzz and tune-in through organic social posting.

WERQkit contents

WERQkits included a video message recorded in quarantine from the cast (Shangela, Eureka and Bob the Drag Queen) and an exclusive three-episode preview along with a welcome note and instructions for recipients to express themselves through the art of drag as they tuned-in for the premiere.

Inside the personalized box, recipients found Wigs & Grace wigs, branded shirts, branded fans, lip tattoos, colorful eyelashes, branded stencils, Coverboy glitter paste, and application accessories.