HBO: INTERACTIVE AUDIENCE CAMPAIGNS
Challenge
Create digital experiences that went beyond traditional promotion and gave distribution partners engaging ways to deepen fan interaction, support subscriber retention, and drive awareness of HBO programming and HBO GO.
Strategy
Developed interactive, cross-platform campaign concepts around major HBO series including Game of Thrones and True Blood, using fandom, storytelling, games, trivia, sweepstakes, social content, and digital media to create more immersive audience experiences.
Execution
Collaborated across creative, digital, marketing, legal, and distribution partners to bring campaigns from concept through launch. Activations included dedicated microsites, Facebook experiences, interactive games, banner placements, video, social promotion, quizzes, sweepstakes, and paid media components tailored to partner objectives.
Impact
The campaigns helped distribution partners use HBO’s most recognizable programming to drive audience engagement, reinforce subscriber loyalty, support upgrades, and extend the connection between fans and HBO content beyond the television screen.
Selected Interactive Campaigns
House of FiOs Sweepstakes
Dedicated microsite with the purpose to engage fans with Game of Thrones content and drive subscriptions to HBO and viewers to HBO GO. This 360 cross-platform promotional campaign that included a sweepstakes, videos, photos, trivia, banner placements, social posts and YouTube skin.
The Hand of the King Sweepstakes
Visually engaging Facebook tab with interactive elements and appealing content that captured the Season 3 Premiere of Game of Thrones. The purpose of the campaign was to drive upgrade by encouraging retention and loyalty to DIRECTV Everywhere and HBO.
This campaign consisted of an interactive game that played upon the card game "War" utilizing Game of Thrones content: House Stark, House Taygaryen and House Lannister. Customers had to choose their weapon wisely. Best 2 out of 3 secures a position as Hand of the King. It also included a sweepstakes, Facebook buy and trivia.
LAFAYETTE LIBATIONS SWEEPSTAKES
Visually engaging Facebook tab with interactive elements and appealing content that captured the Season 6 premiere of True Blood. The purpose of the campaign was to drive upgrade by encouraging retention and loyalty to DIRECTV Everywhere and HBO.
This campaign consisted of an interactive game allowing DIRECTV fans to saddle up to the bar to order their favorite non-alchoholic beverage from Lafayette (fan favorite True Blood character). Fans were also able to opt-in to receive weekly drink notifications ("Happy Hour") posted on their Facebook Timeline. It also included a Sweepstakes, Facebook ad buy and Personality Quiz, "Which Supe Suits You?".