| The launch of HBO NOW was a disruptive change to the traditional pay TV landscape and meant that HBO can now reach younger, internet-only audience ala the cord-cutters. However, to many people, the cost of an HBO NOW subscription for $15/month seemed expensive – especially among millennials. But when you break it down, getting HBO NOW for $15/month is really only 68 cents a day. The idea? #68CentsaDay, a social content campaign that showed how fans can save for a subscription for HBO NOW. This program leveraged HBO talent and influencers to generate conversation around HBO NOW and gave fans a chance to win Apple TVs so they could purchase their very own subscription to HBO NOW. |
| In an effort to show that getting HBO NOW is not expensive, HBO and 360i launched the #68CentsaDay campaign to help savings-averse millennials find #68CentsaDay for HBO NOW. The program kicked off a week after the launch of HBO's new standalone service, HBO NOW. To kick off the campaign, we released a video starring Andrew Rannells from Girls, where he talked about HBO NOW to educate people what the service is. He also provided expertise on how to get a #68centsaday raise and even how to save 68 cents a day! Then to continue to drive that conversation, 360i partnered with millennial-leaning influencers to create original content inspired by the #68CentsaDay video. Additionally the outlets hosted giveaways, where fans could submit their ideas on how they would save #68centsaday to win a chance for a six-month HBO NOW subscription and Apple TV. |
| The campaign generated the buzz HBO wanted to garner surrounding the launch of HBO NOW. The launch video drove 981K video views, reached a potential audience of 3mm+ and had 28,400 interactions in social. |
