HBO Film, Digital Pack Your HBO by BBDO New York, MPC

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Pack Your HBO

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Industry TV Channels/Radio Stations and Programmes
Media Film, Digital, Interactive & Mobile
Market United States
Agency BBDO New York
Art Director Marcel Yunes
Copywriter Rick Williams
Producer Sara Vargas
Agency MPC
Released July 2011


One Show 2012
One Show Interactive Mobile Applications/Sites / Services Merit

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: HBO
Product/Service: HBO
Media Agency: PHD, New York, USA
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Directors: Greg Hahn/Mike Smith (BBDO New York)
Art Director: Marcel Yunes (BBDO New York)
Copywriter: Rick Williams (BBDO New York)
Head Of Interactive Production: Niklas Lindstrom (BBDO New York)
Executive Interactive Producer: Douglas Stivers (BBDO New York)
Digital Producer: Tara Johnson (BBDO New York)
Account Team: Tara Deveaux/Leland Candler/Hannah Park (BBDO New York)
Production Company: (MPC)
Head Of Digital Content (US): Wayne Robins (MPC)
Creative Technologist: Neil Voss (MPC)
Executive Producer: Justin Brukman (MPC)
Producer: Sara Vargas (MPC)
Developers: Adam Leonard/Jason Wilbur (MPC)
Designers: Leta Sobierajski/Rina Miele (MPC)
Media placement: Interactive - Microsite (, Display, Mobile App - 16 November 2011

Insights, Strategy & the Idea
HBO needed to boost its iTunes sales, especially among holiday travellers on the go.

Whether by car or by plane, by boat or by train, travelling always involves lots of sitting and waiting.

With in-flight entertainment being a little boring, and WiFi access being a little inconsistent, we saw an opportunity to reach mobile consumers before they travel.

We sought to make downloading HBO on iTunes to your mobile device part of the packing ritual.

Creative Execution
Introducing Pack Your HBO, a mobile website that converts travel time into HBO time.

It’s an entertainment trip calculator that rethinks your travel time not in hours and minutes, but in HBO episodes and hit shows.

Travellers were led to the app via iAds and banners on mobile travel sites like, as well as on boarding passes and eTickets.

The app was elegant and easy. Just set your travel duration, and Pack Your HBO instantly creates a personalised iTunes playlist that will fill that exact amount of time.

Users can filter by genre or show, share their Shows Packed on Facebook, and access iTunes directly through the devices they travel with.

Results and Effectiveness
Pack Your HBO didn’t just help to sell iTunes episodes for HBO. It got people to think of HBO on iTunes as a solution to travel boredom.

And because it was for HBO subscribers and non-subscribers alike, it made HBO shows accessible to throngs of new mobile users.

HBO acquired 341,000 new iTunes customers in 2011, and 2011 holiday iTunes sales jumped 49% over the previous year.

Pack Your HBO even generated new revenue for long-cancelled shows like The Wire, which saw a 63% jump in iTunes sales over the 2011 holiday.