How do you market films that are created by people you've never heard of and which have no stars? This is the challenge in marketing documentaries - films whose selling points are the stories they tell.

We created an email marketing campaign that enabled users to directly interact with the email to view brief segments of the films and to read overviews of the films to be featured in HBO's film festival. All this was communicated in a manner that demanded attention by visually separating itself from the multitudes of junk mail in the users' inbox. Furthermore, the design aesthetic encouraged the user to spend time directly interacting with multimedia features within the email. It's important to note that the database this was being sent to was HBO's Frame By Frame database so the users were familiar with the brand "Frame By Frame".Target Audience: Film buffs aged 21-45.Location: USA