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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market United States
Agency PHD New York
Released August 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: HBO
Product/Service: TV SERIES
Date of First Appearance: Aug 16 2010
Entrant Company: HBO, New York, USA
Executive Vice President Consumer Marketing: Courteney Monroe (HBO)
Vice President Brand Marketing: Chris Spadaccini (HBO)
Director Advertising & Promotions: Sono Mitchell (HBO)
Associate Manager Advertising & Promotions: Pia Chaozon (HBO)
Coordinator Advertising & Promotions: Brooke Stone (HBO)
Promotions/Partnerships: (Civic Entertainment Group)
Speakeasy Events/Bar Activation: (Cornerstone)
Media placement: Caesars/Harrah's Hotel Domination - Atlantic City Hotels And Pier Shops - 16 August, 2010
Media placement: Atlantic City (ACCVA) - AC Convention Center, Visitors Center, OOH, Transit - 16 August, 2010
Media placement: Canadian Club Partnership - Point Of Sale, Sweepstakes, Branded Bottles - 23 August, 2010
Media placement: Speakeasy Events - NY, CHI, LA, PHI - 23 August, 2010
Media placement: Bloomingdales - Bloomingdales NY Takeover - 12 September, 2010

Describe the objective of the promotion.
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.

Campaign objectives:
• Drive tune-in (targeting adults 25+, skewing male) 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.

Describe how the promotion developed from concept to implementation.
Collaborating with various partners from casino resorts and speakeasy-style bars to liquor brands and high-end fashion retail outlets, we leveraged prominent presence within each of these consumer avenues to promote the series locally and nationally.

• Caesars/Harrah’s.
• Bloomingdale’s.
• Canadian Club.
• Atlantic City Convention and Visitors Authority (ACCVA) targeting commuters from AC to NY.
• Speakeasy-style bars in NY, LA, Chicago and Philadelphia.

Explain why the method of promotion was most relevant to the product or service.
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.

HBO developed several high-impact consumer promotions that enabled viewers to experience key themes of the show (e.g. The Roaring 20's, Prohibition, Gangsters, Fashion, etc.), which served to generate press coverage and further amplified the message in the marketplace.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The series premiere of BOARDWALK EMPIRE premiered with 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 650 million impressions from OOH presence.
• $5million+ impressions in added-value via partnerships.
• Massive earned media coverage (161million 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.
• 75,000 sweepstakes entries.