HBO - Six Feet Under
Case Study: Filling the Grave
Client: HBO Original Series - Six Feet Under
Media Used: Print, Internet
Objective:
Develop a promotion that can sustain both interest and awareness throughout the 13-week Six Feet Under season. Build awareness around the show’s season while providing quantifiable results of the promotion’s success and effectiveness.
The Challenge:
Our challenge here was to sustain an interesting promotion for 13 weeks. The campaign had to incorporate solid brand awareness components while still providing a tangible metric of success.
The Solution:
In order to keep a 13-week promotion fresh, we decided to tie it in directly with each week’s new episode. We created a cross promoted sweepstakes in Entertainment Weekly Magazine and on EW.com. Each week after the new episode aired, viewers could go online to EW.com and enter to win a copy of that episode’s script autographed by the entire cast.
The Results:
Over the 13 weeks of the promotion, more than 45,000 entries were received for the sweepstakes. In addition, over 50% of the entrants opted in to receive more information on HBO, and their information was entered into the HBO CRM database. Those are the tangible results. Additionally, this season of Six Feet Under had record viewership, an indication that the show (and certainly its marketing) grabbed and kept consumers interested.