New/Emerging/Experimental Media Category: HBO, HBO, Boardwalk Empire Season 3: Uber Campaign
To generate excitement for the return of “Boardwalk Empire,” HBO teamed up with the popular upscale car booking application, Uber, to provide free rides in branded vintage cars for fans in New York City. On September 13th & 14th, Uber members signed in to their accounts to “hail” a vintage vehicle by tapping a “Boardwalk Empire” icon. In the two days that the promotion was live, 2,574 New York residents requested rides in a vintage car. An online outreach campaign helped to increase awareness of the promotion among top-tier bloggers and their respective articles, features and social media feeds, driving an estimated 7.9 million unique impressions.