Boardwalk Empire’s Whiskey Bottle QR Codes
Bus shelter ads were made interactive to promote HBO's popular show.
During the weeks leading up to the September 23rd premiere of HBO’s Boardwalk Empire, the cable network and BLT & Associates took a rather standard form of media – bus shelters, and employed QR codes to turn it into a more interactive form of media, with the end goal of generating curiosity and excitement for the show. The billboards were shaped like a large whiskey bottle, and embedded with a QR code which, when read by a cellphone, offered directions and password for users to gain entry to a secret “speakeasy” event, where the first drink was on the house.
We’d love to learn about the results generated by this promotion for the show’s premiere – in the meantime, the promotion appears to have offered those engaging with the billboard something valuable – access to a thematically-relevant, ‘prohibited’ party – in exchange for their attention.