Cannes Lions

'SOPRANOS' TV SERIES

DEEP FOCUS, New York / HBO / 2006

Film

Overview

Entries

Credits

Overview

Description

CRIME. ORGANIZED. reinvigorated audiences about the cultural phenomenon that "The Sopranos" has become. It had been almost two years since the last new episode aired, and when audiences were exposed to the series again, the exposure needed to be not only groundbreaking but also serve the practical purpose of bringing audiences back up to speed with the crime family. APIs, open-source-programming, and an innovative use of video effectively blended the plot, events, characters and locations of "The Sopranos" with the leading providers of practical technology on the internet. HBO’s most successful online campaign ever led to a tremendous season premiere.

Execution

The first public glimpse of Season Six of "The Sopranos" was in the form of a sponsorship of AOL’s Super Bowl Commercial gallery the day after the Super Bowl - the day the most streaming videos are viewed. We filmed an introduction to the site featuring Tony Sirico, drawing attention to the premiere of "The Sopranos" Season 6 trailer. We then broke news about the CRIME. ORGANIZED. promotion with the NY Times, generating significant consumer interest. Just over two weeks before the first episode, the online ad campaign broke announcing the launch of the maps and touting the season premiere.

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