HBO taps 2D bar codes, banner ads to promote show

By Rimma Kats

October 5, 2010

HBO taps mobile

HBO is running banner ads on MLB.com’s mobile site and integrating 2D bar codes at bus stops to get viewers excited about the new season of its show, “Eastbound & Down.”

The banner ads began running Sept. 26 on both MLB.com and ESPN.com’s mobile sites. HBO worked with PHD on the campaign.

“The best mobile campaigns keep the user experience in mind,” said Sal Candela, digital supervisor at PHD, New York.

“Our key objective was to give the user a reason for engaging with the microsite,” he said. “We did this by providing exclusive content and an experience never been done before in a mobile ad unit.

“The banner ad, in combination with the designer QR code in target-relevant print and out of home ads, made this a truly integrated experience that we hope loyal Kenny fans will eat up.”

Home Box Office Inc. is the premium television programming subsidiary of Time Warner Inc., providing two 24-hour pay television services—HBO and Cinemax—to more than 40 million subscribers in the United States.

PHD, a subsidiary of Omnicom Media Group, is a media and communications agency.

Eastbound mobile
There were QR codes featured in ads at bus stops that lead users to a page where they can view teasers and trailers for the show.

Once users are at the microsite, they can watch exclusive clips and other content for the season two premiere.

“The target was a core male 18-45 along with pre-existing fans of the show," Mr. Candela said. "That being said, we think a lot of folks – especially smartphone users – will enjoy the experience."

Mobile tags
HBO is also offering a set of new exclusive rewards for “Eastbound and Down” via GetGlue’s iPad application.

GetGlue users can earn the trailer stickers for both shows.

Once each season starts later this month, there will be more exclusive rewards for fans, encouraging them to tune in during every episode (see story).

Additionally, HBO recently put QR codes on bus shelters to promote the premiere of its newest show “Boardwalk Empire.”

The network played on the show's theme of prohibition, and let consumers scan the QR codes to reveal passwords to invite-only speakeasy events.

HBO also worked with PHD to power the campaign (see story).

“We ran it on sites appropriate to the target audience,” Mr. Candela said. “When fans click, there's a connection between the banner and the microsite that puts the fan inside the show and inside the world of Kenny Powers.”