Take a look
AdWeek's AdFreak reports:
Pretty awesome: HBO has partnered with New York's MTA to put an actual 1920s subway train back in service on the 2/3 line during weekends in September to promote Boardwalk Empire, the Prohibition-era drama whose second season premieres Sept. 25. The train was originally used for the IRT system, and began service in 1917, reports the Village Voice. It will be making short runs on the express track between 42nd and 96th Street between noon and 6 p.m. on Saturdays and Sundays this month. The cars will feature authentic details such as rattan seats, ceiling fans, and drop sash windows—as well as some inauthentic details like a shitload ofBoardwalk Empire ads.
Normally, I am not a fan of a lot of these shennanigans; they tend to be really expensive, reach a very limited number of people and, by nature, are not very targetted or segmented.
I find the whole thing to be very well thought out (or I would hope it is):
1. First, everyone in NY rides the subway. Executives do it. Park Avenue moms do it. Regular Joe's do it. So you reach a huge cross section of actual and potential viewers
2. Second, HBO is not really THAT expensive. At $10 or whatever per month, it offers a great entertainment value, so reaching the middle classes makes all the sense in the world.
3. Since NY is heavily cabled (and DIRECTV'ed) adding HBO to your present configuration, if you don't have it, is a cinch
4. And I hope they do this, you can fill the entire wagon with subscription advertising for HBO, so one should get a response out of that
5. Finally, I would get actors to dress in Boardwalk Empire fashions and ride in the cars taking pictures with strangers. I mean, who doesn't have a camera phone?
Finally, think about all the other advertising they are sure to get
Beauiful idea. A winner.
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