HBO’s Black History Month 2008
Case Study: HBO Black History Month 2008
Client: HBO
Media Used: Online Video
Objective:
The goal was to drive programming awareness for HBO during Black History Month while acquiring new subscribers
The Challenge:
HBO wanted to showcase select Black History Month programming while giving people access to their Black History Month website for a complete schedule. They also wanted to use this programming to entice new HBO subscribers. Because this programming centered around Black History Month, we needed to be contextually relevant to the target audience. Once we had them engaged, we needed to create awareness, drive traffic to the website and most importantly generate new subscribers.
The Solution:
We used a cross section of publishers whose content was highly relevant to AA 18+ covering categories such as music, entertainment, sports, finance, politics and history. We then used an expandable video enabled creative ad which allowed us to deliver several messages within one interactive unit. By showcasing the Black History Month programming within the expanded banner we brought the programming to the audience. We added functionality within the creative ad that allowed users to click anytime to visit more programming on the website, thereby creating a two-way messaging stream. There was also a clickable button that enabled users to order HBO directly from the banner at anytime.
The Results:
The campaign was very successful. Planned goals against driving traffic to the website, video plays, and new subscriber leads were surpassed.