Advertising campaigns have gone from TV, print and radio to digital to mobile in less than 2 decades. Agencies and brands are always looking forward and searching for the next big thing - be it a medium, an idea or an execution. All this emphasis on the future is what makes this effort by HBO so refreshing. They partnered with New York's City's public transportation to turn the clock back, instead of trying to turn it forward.
An actual 1920s subway train back is back in service on the 2/3 line. It is running during weekends in September to promote Boardwalk Empire, which takes place in 1920's Atlantic City. You can actually take the train - either by choice or because that's just the train you have to take.
A little history: The train was originally used for the IRT system, and began service in 1917. The cars feature authentic details such as rattan seats, ceiling fans and drop sash windows all alongside the one inevitable update: Boardwalk Empire ads.
It's a good campaign. It's useable: People still get to where they need to go. It's unobtrusive: You can ignore it if you want to; it's not forced on you. It's delightful: Once you're on it, you're part of the experience. You see what commuters saw while they were commuting in the 20s. Asides from the Boardwalk Empire ads. It's sharable: It's easy to shoot a quick video to post or tweet about it. People can check-in to it. It's tangible: It's an easy story to cover, leading to lots of earned media.
If you really want to ride it yourself, it will be making runs on the express track between 42nd and 96th Street between noon and 6 p.m. on Saturdays and Sundays during September.
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