Ed Cotton: Scorcese, HBO And Brands- Cultural Propulsion

Ed Cotton: Scorcese, HBO And Brands- Cultural Propulsion

HBO are going all out to promote their new Martin Scorsese series "Boardwalk Empire." The unusual thing about the effort is how they've enlisted the help of three brands; Harrah's, Macy's and Canadian Club.

Ed Cotton, BSSP
  • 17 august 2010

According to the NYT, HBO are going all out to promote their new Martin Scorsese series Boardwalk Empire. The unusual thing about the effort is how they’ve enlisted the help of three brands; Harrah’s, Macy’s and Canadian Club.

Since the show is set in the era prohibition era, it might seem surprising to see Canadian Club playing such a prominent role, but apparently the brand was firmly associated with the period; Al Capone was rumored to have smuggled the brand from Windsor Canada, to Detroit.

Obviously a Scorsese show for HBO is going to get attention and it’s probably going deal with some edgy content and themes- something you wouldn’t have thought these three brands would have wanted to be part of. However, they’ve probably seen the success of the Mad Men as another period piece and seen the opportunity to gain cultural propulsion by taking some risks.

This is a nice deal for both parties because HBO get’s an inside track on a lot of interesting free media- like store windows in Bloomingdales, hotel rooms in Atlantic City and a partnership in speakeasy parties organized by Canadian Club.

The challenge for these brands is to make sure they can “own” something out of this deal and really play a role. If they are just seen as mere “sponsors”, they won’t have capitalized on the opportunity correctly. Clearly this is not their creative idea and content and there’s a danger these brands could get lost in the shuffle.

(Continue reading here.)

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights

influx insights banner


Dubai And The Future Of Humanitarian Design

Design & Architecture
Design & Architecture Today

3D-Printed Creations Resemble Floating Paper Outlines

Japanese design firm Nendo's exhibition features works that look like sheets of material being folded, torn, and crumpled

Technology october 21, 2016

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images


Get PSFK's Related Report: Future of Retail: Technology Primer

See All
Technology october 21, 2016

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online

Related Expert

Rob Katcher

Mobile Payments

Gaming & Play october 21, 2016

Nintendo’s New Console Pushes For Portable Gaming

The Switch allows gamers to seamlessly play on the go by themselves or with friends

Travel october 21, 2016

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment october 21, 2016

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

AI october 21, 2016

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important

Millennials october 21, 2016

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food october 21, 2016

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising october 21, 2016

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Retail october 21, 2016

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children october 21, 2016

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants october 21, 2016

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Arts & Culture october 21, 2016

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

No search results found.