HBO Marketing Blitz Includes Card Promo

HBO came up with a unique way to market the second season of Entourage, its show about a young movie star and his friends. In addition to producing premiere parties on both coasts, the cable network is distributing Entourage V.I.P. cards to 10,000 people in each of six markets: New York, Philadelphia, Miami, Chicago, San Francisco, and Los Angeles. Through HBO's partnerships with 300 companies—like Mercedes, Motorola, and Absolut—the card entitles holders to promotions and privileges around the country, like bypassing lines at popular clubs, restaurants, and museums; discounts at retailers; and other miscellaneous swag—sort of like getting V.I.P. access with your own entourage. "We wanted to bring the Entourage lifestyle to the fans," says HBO vice president of corporate affairs Jeff Cusson. Nylon magazine distributed 200 cards in gift bags at its recent Feel the Noise party in New York; others were distributed at clubs, restaurants, and retailers.
Posted 06.14.05