HBO has been known for its groundbreaking reputation for airing series such as
Sex and the City,
Six Feet Under and
The Sopranos. In an effort to promote its new series
John From Cincinnati, the network has decided to take in alternative marketing tactics by partnering with Billabong, a popular Australian surf brand.
John From Cincinnati, a drama that premiered after
The Sopranos series finale on June 10, 2007, is set against the surfing community of Imperial Beach, California. It centers on a strange young man of mysterious origin and the effect he has on a family of surfers. The series stars
Bruce Greenwood,
Rebecca De Mornay,
Austin Nichols,
Ed O'Neill, and
Luke Perry among others.
Apart from the core dysfunctional family,
John From Cincinnati also features surfing sequences by well-respected surfers, including Brock Little, Keala Kennelly, Shane Beschen, and John-John Florence to name a few.
Given the show’s style and setting, HBO has ventured with Billabong in creating an original branded content, developing a sweepstakes and doing in-store co-branding at Billabong stores.
"Billabong is a very strong and recognizable brand in the surfing community and we wanted to use their experience and knowledge of that world to generate awareness for 'John From Cincinnati,'" Laura Young, HBO spokesperson told Marketing Daily.
The partnership has already sprouted a content called "Catch the Wave & Win" Sweepstakes, which will run through August 31. The said sweepstakes offers contestants in the U.S. the chance to win a trip for two people to the Billabong Pro Maui event in December 2007. Details about the contest are further discussed on the network’s official website.
In addition to the sweepstakes, street marketing campaigns for the show are currently circulating around traffic areas in New York, Los Angeles, Chicago, and Philadelphia.
Catch
John From Cincinnati every Sunday at 9 p.m. ET on HBO.
-Kris De Leon, BuddyTV Staff Columnist
Source: Mediapost.com
(Photo Courtesy of HBO)