I noticed a lot of activity for this new HBO show when I was in New York last week and was intrigued as the activity kept popping up in my media space.
From what I can see, the show’s been launched via a really kick ass integrated media campaign – so kudos to whichever agency planned it (I think it might be PHD New York – anyone know?).
HBO put a lot of content (behind the scenes, interviews, photos) on the HTMIITA microsite on the main HBO website – yeah, yeah, I know you’ve seen that before.
But then, what they did, which lifted the campaign and really extended the characters & storyline, was run a lot of integrated activity with key online sites.
Foursquare: If you check into venues that have been tagged by the show, then you can get one of four special badges – Culture, Living, Cocktails, and Nightlife. They’ve also incorporated information from NYC city guide websites like Black Book, Eater, Urban Daddy, Flavourpill and Racked. Willsh has rightly pointed out that the NYC Uniqlo is not the only one in the Western Hemisphere.
Facebook: Check out the mixtape tab – how cool is that?
Twitter hashtag: They’ve taken ownership of their hashtag, which is really nice forward thinking about how to aggregate tweets that come in when the show airs on Sunday nights.
YouTube: You can watch short clips here.
Flickr: Fans of the show have joined this Flickr group and contributed their photographic takes on NYC.
Last.fm: There is a lot of great music in the show, so a very nice Last.fm library has been created to collate the show’s musical influences.