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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

HBO Touts 'Boardwalk Empire' DVD Release With Speakeasy, Vintage Cars as Mobile Retailers

Anna Sekula
January 13, 2012

Before HBO drama Boardwalk Empire made its debut in 2010, talk was already focused on the elaborate set, and the premiere parties that year flaunted a wealth of Prohibition-era design elements. So it was only fitting the marketing efforts surrounding the DVD release of the first season be furnished with the same artfully rendered props. Designed to publicize the availability of the merchandise as well as sell it, the cable TV network's home entertainment division kicked off the promotion on Tuesday by dispatching vintage cars in New York, Los Angeles, and Chicago. HBO also took advantage of its retail location on 42nd Street and Sixth Avenue New York, turning the store into a speakeasy-style environment outfitted with costumed staffers and plenty of visual details.

The experiential setting at the New York store, which will remain in place through Monday, is perhaps the most detailed component of the consumer-focused campaign. However, as filming for the latest season of Boardwalk Empire had already wrapped, HBO was unable to use parts of the show's set. Instead, the network brought in items from the props department—vintage bottles of alcohol, newspapers, and some wooden crates—and tapped experiential agency Zoom Media to produce the rest to the installation. The result is an exterior marked by boarded-up windows and a door adorned with a sliding eye window. Inside the store, the marketing agency and its partners installed walls, hardwood floors, and a speakeasy-style bar, and decorated the pieces with old-fashioned wallpaper, framed black-and-white photographs, and glass tumblers.

Male staffers in period outfits help round out the scene, playfully insulting passersby, asking for a password at the entrance, and showing off the bar's menu by displaying the extras available on the DVD and Blu-ray sets. The costumed characters also manned the mobile shops on Tuesday, acting as bootleggers with DVDs instead of hooch.

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Photo: Jika González for BizBash
To promote the DVD release of Boardwalk Empire's first season, HBO devised a multifaceted promotion that included vintage vehicles stationed in busy areas, including New York's Union Square (pictured).
To promote the DVD release of Boardwalk Empire's first season, HBO devised a multifaceted promotion that included vintage vehicles stationed in busy areas, including New York's Union Square (pictured).
Photo: Jika González for BizBash
The Prohibition-era vehicles, which were operated by a crew of staffers dressed in costumes inspired by the show, served as mobile shops, selling the DVDs to passersby.
The Prohibition-era vehicles, which were operated by a crew of staffers dressed in costumes inspired by the show, served as mobile shops, selling the DVDs to passersby.
Photo: Courtesy of HBO Home Entertainment
The mobile marketing effort also hit Chicago, stopping a various locations in the city's Loop neighborhood.
The mobile marketing effort also hit Chicago, stopping a various locations in the city's Loop neighborhood.
Photo: Courtesy of HBO Home Entertainment
In Los Angeles, HBO stationed the vehicles, complete with liquor crate props, outside the Kodak Theater at Hollywood and Highland.
In Los Angeles, HBO stationed the vehicles, complete with liquor crate props, outside the Kodak Theater at Hollywood and Highland.
Photo: Courtesy of HBO Home Entertainment
To anchor the marketing effort, HBO turned its shop in Midtown New York into a speakeasy-style spot, boarding up the windows and adding a sliding eye window to the door. In addition to handing out information flyers, staffers grab the attention of passersby by yelling, 'Feds!' and mimicking a police raid.
To anchor the marketing effort, HBO turned its shop in Midtown New York into a speakeasy-style spot, boarding up the windows and adding a sliding eye window to the door. In addition to handing out information flyers, staffers grab the attention of passersby by yelling, "Feds!" and mimicking a police raid.
Photo: Jika González for BizBash
To give the modern interior of HBO's store a more vintage look, Zoom Media installed temporary walls and flooring, furnished the space with a custom fabricated wooden bar with stools, and scattered an array of props. A curtain on one side separates the promotion from the areas dedicated to HBO's other shows.
To give the modern interior of HBO's store a more vintage look, Zoom Media installed temporary walls and flooring, furnished the space with a custom fabricated wooden bar with stools, and scattered an array of props. A curtain on one side separates the promotion from the areas dedicated to HBO's other shows.
Photo: Jika González for BizBash
Items from Boardwalk Empire's props department, including fake newspapers, decorate the shop's wall niches.
Items from Boardwalk Empire's props department, including fake newspapers, decorate the shop's wall niches.
Photo: Jika González for BizBash
Rather than use random photographs from the 1920s, HBO took shots from Boardwalk Empire and had them treated and framed to look vintage.
Rather than use random photographs from the 1920s, HBO took shots from Boardwalk Empire and had them treated and framed to look vintage.
Photo: Jika González for BizBash
As the filming for the current season had already wrapped, the network was only able to borrow items from Boardwalk Empire's props department, so larger pieces like the wooden bar and backdrop were designed and built specifically for the marketing promotion. HBO will be able to keep some of the assembled structures, which could eventually be used by the series.
As the filming for the current season had already wrapped, the network was only able to borrow items from Boardwalk Empire's props department, so larger pieces like the wooden bar and backdrop were designed and built specifically for the marketing promotion. HBO will be able to keep some of the assembled structures, which could eventually be used by the series.
Photo: Jika González for BizBash
DVD sets for sale are displayed on high-top tables placed beside the bar.
DVD sets for sale are displayed on high-top tables placed beside the bar.
Photo: Jika González for BizBash
Even though HBO can't serve alcohol in the speakeasy, the bartenders still playfully offer visitors a tipple.
Even though HBO can't serve alcohol in the speakeasy, the bartenders still playfully offer visitors a tipple.
Photo: Jika González for BizBash
Instead of offering a cocktail menu, the bartenders show off the selection of extras available on the DVD.
Instead of offering a cocktail menu, the bartenders show off the selection of extras available on the DVD.
Photo: Jika González for BizBash
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