BOARDWALK EMPIRE INTEGRATED CAMPAIGN by Civic Entertainment Group, Hbo for HBO

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BOARDWALK EMPIRE INTEGRATED CAMPAIGN

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United States
Agency Civic Entertainment Group
Director David Lyle
Agency Hbo
Released August 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: HBO
Product/Service: BOARDWALK EMPIRE
Agency: HBO
Agency: CIVIC ENTERTAINMENT GROUP
Date of First Appearance: Aug 16 2010
Entrant Company: HBO, New York, USA
Entry URL: http://www.hbo.com/boardwalk-empire/index.html
EVP, Consumer Marketing: Courteney Monroe (HBO)
VP, Brand Marketing: Chris Spadaccini (HBO)
Director, Advertising & Promotions: Sono Mitchell (HBO)
Associate Manager, Advertising & Promotions: Pia Chaozon (HBO)
Coordinator, Advertising & Promotions: Brooke Stone (HBO)
SVP, HBO Digital Platforms: Alison Moore (HBO)
Director, HBO.com: Adam Dubov (HBO)
Director, HBO.com: David Ly (HBO)
EVP, HBO Creative Services: Chris Spencer (HBO)
Creative Director, HBO Creative Services: Camille Errante (HBO)
Executive Producer, HBO Creative Services: Daniel Zibulsky (HBO)
Sr. Writer Producer, HBO Creative Services: Riccardo DiLoreto (HBO)
Key Art and Tourism Stunt Creative: (BLT & Associates)
Media: (PHD Media)
Retail, Liquor and Casino Partenrships: (Civic Entertainment Group)
Online Creative: (RED Interactive)
Bar Activation: (Cornerstone)
Media placement: TV National Broadcast - Emmy Awards; NFL Pre-Game Show - 16 August, 2010
Media placement: Outdoor Campaign - NY, LA, CHI, PHI - 16 August, 2010
Media placement: Liquid Buildout Shelters - NY, LA, CHI, PHI - 16 August, 2010
Media placement: High Impact Online - NY Times.com; LA Times.com - 13 August, 2010
Media placement: Atlantic City Vintage Tourism - Grand Central Station, NYC - 1-16, September, 2010

Insights, Strategy & the Idea
To launch the series premiere of the new, critically-acclaimed HBO series, BOARDWALK EMPIRE, we needed to position the show as an epic crime/period drama with marquee screenwriting and directorial talent, and powerful storytelling. Faced with fierce competition, our challenge was to differentiate Boardwalk Empire from a cluttered landscape with a brand identity that was unique, exciting, and prestigious.

We targeted a broad Adult 25+ audience (male skew) to drive mass awareness, but designed the campaign to reach key secondary segments (Women 25+, industry/trade, gangster and period drama enthusiasts).

Campaign objectives:
• Drive tune-in and generate industry buzz by developing an integrated, event-level marketing plan that created a must-see level of anticipation, national awareness and brand prestige
• Broaden consumer reach and awareness through partner assets and cross-pollination of partnerships
• Demonstrate HBO’s commitment to “wow” viewers and industry tastemakers and reinforce our presence as a smart and innovative marketer.

Creative Execution
The key strategy was to surround and engage audiences by “turning back the clock” and bringing to life the era of Prohibition using promotions and partnerships thematically styled around the backdrop of Atlantic City, 1920.

Collaborating with a variety of partners from casino resorts and speakeasy-style bars to liquor brands and high-end fashion retail outlets, we leveraged each of these consumer avenues to promote the series locally and nationally.

• Caesars/Harrah’s – in room; in casino; throughout property and surround area
• Bloomingdale’s – storefronts; Boardwalk Empire pop-up shops; special events
• Canadian Club – on-bottle branding; product sponsorship; prominent POP and in-store displays at over 5,000 retailers
• Atlantic City Convention and Visitors Authority (ACCVA) – multiple touchpoints including highway billboards, toll plazas and first ever wrapped ACES train from NY to AC
• Speakeasy-style bars in NY, LA, Chicago and Philadelphia offering free CC cocktails requiring a secret “password” to gain admission.

Results and Effectiveness
The series premiere of BOARDWALK EMPIRE drew a 10.1/14 household rating and 4.8 million viewers – the best start for an HBO series since 2004 – and the top-rated scripted show across all broadcast and cable for the week of September 13.

Additionally, the marketing campaign generated:
• Over 650MM million impressions from OOH presence
• $5MM+ impressions in added-value via partnerships
• Massive earned media coverage (161MM impressions) via broadcast, digital media and print, including USA Today, New York Times and The Wall Street Journal
• 5:1 ROI on media value vs. campaign cost
• 75K sweepstakes entries