Cross-platform promotion drove 500K visitors to Vinylcuts.nyc, where viewers could revisit this beloved, boisterous era.
GRAMMY AWARDS SNAP ADS
HBO’s first snap ad campaign was produced entirely in-house, with 10 creatives collaborating across two teams on vertical videos promoting Vinyl's series premiere. The campaign targeted younger viewers by highlighting the show's rock-infused moments, and reached over 4 million Snapchat users on Grammy night.
The unique transmedia experience warranted promotional material that felt native to each platform, including a :20-second promo for HBO's on-air breaks. A more robust video featuring the site’s UI was stitched to each episode on streaming platforms.
VINYL LINER NOTES
To compliment moments from the series, short explainer videos featuring iconic imagery from Getty’s editorial archives bookended issues of Vinylcuts.nyc. While Vinyl Liner Notes was originally conceived as a more robust series, it was HBO’s first foray into text-based video content for mobile/social feeds.