Friday 15 January 2016
The Brand equity of the HBO network is worldwide renowned, not only gaining them continual syndication deals of their popular original content like Game of thrones and True Detective, but also gaining their television series sponsorship deals via intertextual created adverts that are a pastiche to their series, be it either via a picture billboard promoting a product, or a television advert using a character recognised through one of their popular television series, or even a music video created paying homage to the show; like how the DK agency on behalf of HBO partnered with Snoop Dogg to create a music video, “Oh Sookie,” as a tribute to the show True Blood’s main character: Sookie Stackhouse.
The result of this was the brand equity of True blood was further fortified, grossing in over one million views within 24 hours of release, gaining additional audiences as due to the shared content not only from Snoop Doggs fans, but also the news coverage appearing in the New York Times, Entertainment Weekly, The Huffington Post, and the Perez Hilton Website; this helped grow the audience 3% above season 2, and 67% above season one to average of 13 million viewers an episode.
Because of HBO's extensive and unique marketing techniques, it allows for their programmes to gain the recognition within the advertisement traffic that competes for a sharing part of the audience. So for this reason, the marketing and branding will be outsourced to partners of HBO such as the DK advertising agency, who will be responsible for establishing the brand and marketing for Gangsta.
