Advertisers & Agencies

EarthQuake Media and Undertone Networks have partnered together on the successful launch and promotion of numerous HBO series. These well known and highly acclaimed series include "Six Feet Under," "The Sopranos," "Da Ali G Show," "Carnivale" and "Sex and the City."

Objective

The objective was to increase awareness about the new season of "Sex and the City." The campaign also intended to generate home video sales of previous seasons while driving traffic to HBO's Web site.

Strategy

By placing HBO's ads on prominent women's and entertainment Web sites such as E!Online, Hollywood.com and WeddingChannel.com, HBO reached a large number of individuals in its target audience, including online shoppers and women between the ages of 18 and 34.

Undertone also placed HBO's ads on local metropolitan area sites such as LA.com, Miami.com NYPost.com and SignOnSanDiego.com to reach users in areas where the show was most popular and to further appeal to its fan base.

While Undertone ensured HBO maintained a strong presence throughout the campaign, Undertone concentrated ad delivery during certain days of the week. Specifically, Undertone increased HBO's delivery around the show premiere as well as the encore presentation of the premiere that aired later in the week to help boost viewership.

The campaign resulted in an extremely high click-through rate of over 4%. In addition, the campaign enjoyed twice the typical conversion rate and exceptional brand affiliation with some of the most recognized Web sites.