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.

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