How To Make It In America Season 2

Creating an online experience for Season 2 of HBO's hit series, How to Make it in America, was an exciting opportunity for our team. Using the fan base from Season 1 as our springboard, our objectives were awareness, reminding fans, interaction, and video completion. To achieve these goals, we worked with HBO to create a content-focused digital marketing campaign that engaged and reminded both a new audience plus the existing support.

Beginning with a SoundCloud embedded Facebook Tab, users could listen to the brand new Season 2 mixtape, download, comment in the timeline, and share with their friends. Music is a huge part of this show's following, and the Facebook Tab offered fans an exclusive piece of musical content.

What came next was the launch of a robust and engaging rich media campaign, including takeovers, dynamic rich media, plus custom high-impact placements. The custom highlights were a YouTube Masthead, NYMag's first Sliding Homepage Takeover, and a Complex Fullwidth Billboard.  Users interacted with a custom intro video edit, plus three exciting video spots straight from HBO's cutting rooms.

Finally, the third leg of this campaign launched a stunning iPad and iPhone iAd. This unit featured colorful and interactive swiping parallax, plus a full-screen pulsing animated speaker to blast the mixtape inside the iAd. Users and fans alike viewed another custom video edit, as well as photos, videos, downloads, calendar reminders, and more. Look for the iPhone version of this iAd, coming soon as a featured iAd in the US Apple iAd Gallery.

Overall, this campaign was another great success from the collaborative efforts of HBO and Trailer Park.