ONE THRONE ONE CHOICE
PROJECT
Design and produce an experience that drives excitement, engagement and commitment from first-time advertisers on HBO Latin America's soon-to-be-launched Cinemax network.
SERVICES
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Experiential Strategy & Planning
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Experience Concepting & Design
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Full-Service Creative & Production
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Onsite Leadership & Management
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Talent Management
CLIENT
BACKGROUND
In 2014, HBO Latin America was planning an 'upfront' to launch their Cinemax network, as well as unveil the network's initial slate of programming which included their powerhouse franchise, Game of Thrones.
With little lead time, HBO Latin America challenged Experience Willow to concept, plan and produce an experience that would excite their top customers, motivating them to make sizable marketing and media commitments.
CHALLENGES
TIMING: The timeframe for this experience was tight with only four weeks total to move from concept to execution.
HIGH STAKES: With a cluttered marketplace, this experience needed to "Wow!" customers to differentiate HBO Latin America from other regional brands and offerings.
SOLUTION
Experience Willow designed and produced a live, week-long, medieval fantasy adventure that kept HBO Latin America's customers meaningfully engaged in both the network and the Game of Thrones franchise.
The week culminated at a "castle" venue where 60 actors, performers and servers led 350 guests through an immersive experiential story based on the Game of Thrones series.
WANT TO WORK WITH US?
LIKE WHAT YOU SEE?
“After everything I've seen tonight, I believe Cinemax will certainly fulfill its promise of being the top network in the region.”
–Media Director, IPG MediaBrands
RESULTS
Deemed the most successful upfront ever, the experience exceeded goals, setting new records for attendance, customer acquisition and revenue:
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115% of projected attendance
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110% increase in new clients vs. the previous year
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250% increase in revenue vs. previous year
The experience also garnered national and global awards, including:
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BizBash: Corporate Event of the Year, Event Entertainment of the Year
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Eventex: Experiential Event of the Year, Best Product Launch Runner-Up