CASE STUDY:

EAST OF MAIN STREET: TAKING THE LEAD






TASK

Generate buzz and engagement for the 5th installment of the HBO Original documentary East of Main Street: Taking the Lead.

ANSWER

A 360-degree campaign in conjunction with Asian American Pacific Islander Heritage Month to celebrate Asian Americans in the TV and entertainment industry, using the following tactics:
  • Digital/Social Media.
  • On-air/Platform Promotions.
  • PR/Events.
  • Media Buy.
Leverage film talent and influencers at the Premiere screening and Q&A event to encourage engagement and inclusion in the ongoing conversation.

RESULTS

  • Over 220 guests attended the NYC premiere screening event of HBO’s East of Main Street: Taking the Lead documentary. Attendees were a diverse mix of cast members, additional celebrities, cultural influencers and press
  • On Social Media, #EastOfMainStreet garnered over 9.2MM impressions
  • The East of Main Street: Taking the Lead NYC event accumulated 310 placements and 82.9MM press impressions (online)
  • The EOM: Taking The Lead sampling (43 min) ran for 3 days on HBO You Tube and garnered 316K views, outperforming previous 4-day campaigns