HBO - Reverb (Meet, Greet & Interview Coldplay)
Case Study: Reverb (Meet, Greet & Interview Coldplay)
Client: HBO
Media Used: Internet & Strategic Sponsorships
Objective:
In an effort to gain awareness for the highly successful HBO live concert series Reverb, EQM’s specific goal was to implement a mass reach campaign through strategic forms of media. The “personalized” feel in building this tailored campaign, would come from a “call to action” extension built on the premise of meeting and interviewing the biggest band on the Billboard charts.
The Challenge:
Engage with “music lovers” - From all genres of music long enough to have them provide personal information. Generate awareness for the new season of Reverb, while collecting user information for the “Coldplay - Enter to Win” contest.
The Solution:
The key to maximizing the effectiveness of HBO’s Reverb campaign was to partner with the traditional media vehicles used. The success of leveraging dollars spent in print and out-of-home, gave us the much-needed edge with added value towards our interactive campaign. The detailed flight was equally as important as the platforms scheduled. Our detailed strategy was to build the custom campaign around the biggest music festival of the year - The College Music Journal convention. This highly anticipated event, held once in a year in New York City, became the ultimate ‘mass reach’ vehicle to overall brand Reverb, but also generate a heightened level of awareness for the Coldplay concert - Meet, Greet & Interview.
The Results:
In just over one month, HBO collected over 12,000 QUALIFIED leads for the contest, while serving over 20,000,000 impressions through RollingStone.com. Additionally, post campaign awareness studies indicated increased brand awareness over pre-campaign studies.