'Maxim,' Lagardere Sports and Entertainment Refresh Magazine's Events

As Maxim seeks to reinvent three of its most prominent annual events — the Maxim Hot 100, Maxim Halloween Experience and Maxim Big Game Experience — it joins forces with global marketing agency Lagardère Sports and Entertainment.

The events, which are branded as “part fantasy, part aspirational and part attainable,” collected over 2 billion media impressions last year. The new direction will focus on promotion across social platforms and a multi-event platform.

Lagardère Sports and Entertainment will handle the marketing and selling of the events on both the partnership and ticket sides. Its experiential marketing and production agency Rooftop2 Productions—part of Lagardère Plus—will helm the live production for each of the events.

As part of its production responsibilities, Rooftop2 Productions will build and create the events’ digital experience, social and experiential brand activations and live experiences. It will also handle booking talent and musical performers.



The reimagined Maxim Hot 100 Experience event will launch on July 21 in Los Angeles, coinciding with the magazine’s July/August issue, which is now on newsstands. This year’s cover features Kate Upton and the Hot 100, which lists trendsetting women both in the U.S. and abroad. The brand has published its Hot 100 list since 2000.

The remaining two events will launch later this year and next.

The Maxim Halloween Experience provides an amped-up holiday experience with set and production design and a dedicated theme each year. The Maxim Big Game Experience focuses on the intersection of sports, fashion, music and art, featuring a mix of celebrities, athletes and CEOs.

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