HBO Courts Younger Viewers with New HBO Go Video Ad Campaign
Technical snafus aside, HBO Go is one of a very few digital video products from a television network that can be considered successful — at least, in the sense that the HBO Go brand has recognition among the viewing public.
People like to watch HBO. People like to watch HBO shows and movies in their bed or on the go via HBO Go. And a lot of these people are young, logging into the TV Everywhere service using their parent’s pay-TV account.
HBO is aware of this. Denoting that is a marketing campaign launching this week called “Awkward Family Viewing,” which centers on the idea that some HBO shows are not the best to watch with your parents.
HBO teamed with ad agency SS+K to create seven videos, which the channel says are “bound to hit home with millennials who’d rather see ‘Girls,’ ‘Game of Thrones,’ or ‘True Blood’ unaccompanied.” Running all week, a new spot will be promoted every day on HBO’s YouTube channel and Twitter account, as well as on the youth-friendly social site BuzzFeed.
Additionally, HBO has enlisted a group of students that it refers to as “Campus Agents” to share the campaign videos across their social networks, as well as create their own videos featuring awkward HBO viewing moments with family and friends. These videos will be hash-tagged with #HBOGOplease.
Videos for “Awkward Family Viewing” were directed by David Shane of O Positive Films, which produced. Ralph Laucella and Ken Licata of O Positive served as executive producers.
Here’s the first, about Lena Dunham’s “Girls,” called “Your Body, Your Choice”: