To launch the series premiere of the new, critically-acclaimed HBO series BOARDWALK EMPIRE, our goal was to position the show as an epic crime/period drama with marquee screenwriting and directorial talent, and powerful storytelling. Faced with fierce competition and high expectations, our challenge was to differentiate Boardwalk Empire from a cluttered landscape of contemporary crime/period dramas with a brand identity that was unique, exciting, and prestigious.The key strategy was to surround and engage audiences by “turning back the clock,” bringing to life the era of Prohibition using promotions and partnerships thematically styled around the backdrop of Atlantic City, 1920.

The Speakeasy Promotion gathered over 2,300 total interactions from QR scans, mobile web page hits and WAP site views, helping to build press buzz and gain national attention in anticipation of the premiere.The series premiere of BOARDWALK EMPIRE had a grand opening Sunday, September 16, at 9pm with a 10.1/14 household rating and 4.8 million viewers – the best start for an HBO series since the 2004 premiere of Deadwood (which followed The Sopranos) and the top-rated scripted show across all broadcast and cable for the week of September 13.

HBO developed several promotions that enabled viewers to experience themes of the show, both generating press coverage and further amplifying the message in the marketplace.

Partnering with speakeasy-style bars, HBO hosted exclusive blogger/tastemaker events in NY, LA, Chicago and Philadelphia. Event invitations were extended through weekly passwords via several outlets. Street-level outdoor placements featured QR codes on liquid displays that decreased in volume leading up to the season premiere. When scanned by a smartphone, the QR code linked to a password granting you a free drink and the address of the Prohibition Happy Hour taking place locally that week.

The key strategy of the Speakeasy Promotion was to surround and engage audiences by "turning back the clock" and bringing to life Prohibition era using promotions and partnerships thematically constructed to evoke the period.Developing organic, experiential partnerships with national brands, we raised awareness for the series, reaching consumers in speakeasy-style environments, which served to generate press coverage and further amplify the message in the marketplace.