HBO Multicultural Marketing aimed to create an experiential activation that, imbued with the series’ ethos and aesthetic, would leverage “Insecure”’s cultural touch points, and bring the show’s themes of community, modern romance and music to life, while simultaneously honoring the Inglewood neighborhood.

Ultimately, the activation would feel like a love letter from Issa Rae to the Inglewood community.

Designed to resemble traditional block parties, the “Insecure” Season 2 activation closed down the main Market Street in the heart of Inglewood and invited the community to come enjoy the ultimate kickback.

Attendees could freely wander the event and explore a number of free “Insecure“ themed activities.

-Local Inglewood eateries like Randy’s Donuts, Earle’s on Crenshaw and The Serving Spoon served up tasty bites, while HBO distributed cocktails with names like “Hella Refreshing” and “We Got Y’All.”

-A curated a pop-up shop featured local black owned businesses, offering premium products from Menogue Designs, Bricks and Wood, Joee Proppa Goods and Shea Moisture.

-Photo booths put fans on the iconic Dune’s Couch and into the Season 2 key art

-Throughout the evening, soundtrack artists Kamaiyah, Ty Dolla $ign and SZA performed.

-Guests were treated to an early screening of the first episode of Season 2 at Inglewood’s Historic Miracle Theatre.

The block party garnered over 208 million earned media impressions. The #Insecureblockparty hashtag resulted in 36 million impressions with a reach of 20.2 million.

The block party served over 800 meals and hosted over 1,200 guests within a 7-hour duration.