Musso & Frank Grill has been a Hollywood institution serving red meat and stiff drinks since 1919, and in pre-pandemic days, it could have been the ideal spot for an HBO shindig for the Depression-era drama Perry Mason.
But given Los Angeles’ Covid-19 cases have continued to climb this summer, the premium network had to figure out a workaround to an in-person event.
Execs, whose experiential marketing chops are well documented, arranged for the classic restaurant to deliver four-course meals to local influencers, celebrities, superfans, native Angelenos, cast, crew and media. Musso & Frank, decidedly not a take-out kind of place, has only recently started offering deliveries for the first time in its 100-year history.
“We definitely had to shift our thinking from having an immersive screening or some kind of intimate, nostalgic experience in real life,” said Alex Diamond, HBO’s…