Five Ways NBC Uses Events to Maintain Fans [Video]

“Law & Order: Special Victims Unit” has been on the air since 1999, but until recently, fans have mostly experienced a “one-way” relationship with the show. For the 25^th anniversary of “SVU” this year, NBC flipped the script and leaned into events to give back to the fandom and provide new avenues for connecting with the legacy IP.

In March, the network transformed New York City’s Rockefeller Center into “Olivia Benson Plaza” for two days, paying homage to the iconic character portrayed by Mariska Hargitay (who made an appearance at the pop-up) and providing an experiential playground for superfans. Then in October, NBC activated a continuation of the program in Boston, this time inviting fans to enter a two-story mock train terminal dubbed “Law & Order Station.”

Across the programs, attendees were treated to everything from limited-edition, series-themed friendship bracelets crafted by Little Words Project, to free cups of coffee featuring latte art …