The holidays are about spending time with the ones you love, so we gathered the entire fundamentalist polygamist compound family round the yule log and hosted a sing-along.
OBJECTIVE
Maximize consumer and press exposure for the launch of the fourth season of HBO’s “Big Love” in January 2010.
SOLUTION
Leverage the holiday season and make the world of “Big Love” really sing to fans by creating a family holiday album and music video—performed by members of the fundamentalist compound of Juniper Creek. Eight classic Christmas songs were re-written, composed, and recorded. Vinyl albums were given out in a full-page insert in year-end issue of Entertainment Weekly, to HBO subscribers and by street teams in New York.
RESULTS
The Juniper Creek Christmas page at HBO.com dished out nearly 10,000 full album downloads, 36,000 streamed songs, and 104,000 music video views. The album is still available for download on HBO’s site.
BIG LOVE
Season 4 Marketing
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