Vinyl (Hungarian title: Bakelit) premiered on HBO on 15th February 2016 in Hungary. It’s a drama TV series based on the idea of Mick Jagger and co-produced by Martin Scorsese who formerly worked with HBO on Boardwalk Empire. The main character is Richie Finestra, a record executive in the 1970s, fighting his way through great music, drugs and booze... That’s something Mick Jagger knows very well;)
Our task was the creation of the concept and the execution of the digital campaign supporting the series launch. The campaign took place in February, featuring the best of native and targeting tools:
- Spectacular content marketing partnerships on music sites and blogs. A great example was the thematic day on Recorder.hu that took us back to 1973. (The latter partnership was based on the idea of HBO.)
- Seeding activity on music and film themed blogs, forums and the social media,
- Programmatic buying,
- PPC campaign (Facebook, Google, YouTube) that, beside demographic targeting, featured thematic, interest based and contextual targeting and retargeting.
