Premiering on February 13th, Peacock's new show Bel-Air is a a re-imagination of the beloved sitcom "The Fresh Prince of Bel-Air" set in modern-day America through a new, dramatic take on Will's complicated journey from the streets of West Philadelphia to the gated mansions of Bel Air.

The challenge was to generate buzz, drive tune-in, and create impact for Peacock's new IP by hosting an immersive/interactive experience that cuts through the clutter of Super Bowl weekend by recreating the themes, tropes, and the picturesque setting of the new series. Another challenge was to "pass the crown" introducing the new IP to new and familiar audiences (multicultural/Gen Z/Millennials, etc.) without relying on the nostalgia of classic show.

Lastly, The goal included securing earned media from leading publications, organic social impressions, and generating buzz amongst the target audience.

The Bel-Air Experience invited consumers to “walk in Will’s sneakers" to see his new world through his eyes—from the moment he arrives at the gates of the Banks’ mansion for the very first time. Taking place in an upscale Bel-Air Mansion, the activation would introduce the audience into the show's world featuring immersive vignettes and experiences recreated from the series (with each room based on one of the characters) including:

Will’s Room (fashion, sneakers, basketball themes and a partnership with Nike)

Hilary’s Kitchen (with food & live chef demos)

Aunt Viv’s Art Gallery (featuring emerging artists from Philly and LA)

Uncle Phil’s Study

Ashley’s Affirmations

Carlton’s Bel-Air Academy (Bel-Air Academy "class photo" moment)

Jazz's Impala

and more

The experience would also act as a premiere moment for the series with exclusive screenings, performances and of course, a full basketball court.

The primary goal with The Bel-Air mansion Experience was to create cultural currency establishing Bel-Air as iconic, relevant IP for our times, just as the Emmy Award-winning Fresh Prince was a cultural phenomenon in the past.

While the inspiration for the new Peacock Original Bel-Air is The Fresh Prince of Bel-Air, our intent was not to take our guests on a nostalgia trip or overtly reference to the original IP. Instead, we "passed the crown" symbolically to the new Banks family by showcasing their individual evolutions and storylines.

Given the cultural significance of the IP, BEL-AIR’s enormous potential to become a mega-hit, the Bel-Air experience was designed to generate mass awareness and anticipation for its premiere amongst audiences that span across nearly every demographic.

The immersive activation would feature live performances, panel discussions, sponsored partnerships, shoppable merchandise, photo-worthy vignettes/experiences, and exclusive screenings of the premiere episode of Peacock's highly-anticipated series.

Opening night (Thursday February 4th) set the tone for Super Bowl weekend with a one-of-a-kind screening experience with the show's cast, producers, LA tastemakers, celebrities, and influencers.

Guests enjoyed a first-look at the pilot episode of Bel-Air, a musical performance by Jadakiss, DJ set by Cory Townes and had the opportunity to walk around the mansion and enjoy immersive vignettes inspired by characters from the show.

Following the mansion walkthrough, guests were ushered to the Main Stage, a one-of-a-kind Bel-Air custom basketball court, to watch an exclusive screening of the premiere episode.

On Friday & Saturday, the Bel-Air Mansion experience provided the most influential and trend setting LA patrons and Super Bowl attendees an exclusive dayside party owning the daytime slot (12pm-6pm) and provided an outlet for an epic yet intimate pregame featuring an exclusive screening of the premiere episode, and performances by Duckwrth & 24kGoldn.

Activating in Los Angeles (Bel-Air) during a Super Bowl weekend in which Angelinos not only hosted the event but the home team was playing, was a tall task to say the least. But Peacock’s Bel-Air Mansion experience manage to cut through the clutter producing one of the most talked about events of the year, generating buzz, impact and driving tune-in for Peacock’s highly-anticipated new series.

Guests were introduced to each character through immersive experiences alongside the Bel-Air cast and show creators. Notable cast and creators included: Morgan Cooper, Jabari Banks, Coco Jones, Olly Sholotan, Jordan L Jones, and the culture’s leading influencers and tastemakers.

The Bel-Air Mansion experience secured 1,300 guests garnering over 60+ social posts resulting in over 11MM social media impressions with an estimated media earned media value of $1,021,100.