Creative marketing campaign, part of HBO promotion for “Alice”

Creative marketing campaign, part of HBO promotion for “Alice”.

As it seems Fox is not the only cable network working some alternative marketing solutions to promote their new shows, especially local investments.

“Alice” is HBO’s most recent local investment in tv series, following the success of other great successes such as “Mandrake”. The new series which is slated to premiere later on this month, is being heavily promoted, and tells a story of a young girl named Alice, who used to live at the state of Tocantins, and have to move to São Paulo, after the death of her father. After moving to the big city, she’s faced with a journey of self discovery, and explores the night life of our big city. This new show stars the quite unknow Andréa Horta, and include other better known actors such as Regina Braga and Educardo Moscovis. Life most shows, it has a commitmment for 13 episodes, for this first season.

As part of their guerrilha marketing campaign to promote the show:

  • They’re relying heavily on the use instant messaging applications, as people who be-friend the characters user, will receive updates about the show, including videos. Such as this one.
  • The most interesting one, though is some people who were out partying and some university students were presented with “Alice”-themed pen-drives. The content and visual of it is still unclear, as I have yet to find reports of people who actually got said pen-drive, but is really something interesting to watch out.

Wonder if it will reflect on viewership, HBO is not exactly the most accessible network, even for people with Cable at home, as it for the most widespread company NET, it’s only present in more elaborate packages. I don’t even have it for myself, and I’m just hoping they’re giving us a freebie oportunity, when it premiere, like it was done previously for Mandrake or the premiere of Rome, a couple years ago.

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One Response

  1. Hey, I´m from Brazil and I´ve been looking foward to Alice´s premiere.

    I´ve been following the work of promotion of the series, and in adittion of everything you mentioned they also made a MSN for the series: alice@encantada.tv

    When you add it to your MSN you can receive videos and pictures of the series!

    Loved the post.

    😉

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