HBO plans road show in B'lore to strengthen brand position

 MUMBAI: As the race among movie channels to draw viewers gathers steam, HBO is trying a spate of novel concepts to tap the uninitiated and keep the veteran movie buff firmly in its grip. In other words, to elevate and strengthen HBO's brand position as top of mind recall.

The HBO buzz is being built up through a road show in Bangalore, on air capsules, branding within colleges and theatres, radio spots and press ads in mainline dailies. The strategy, says the channel, is to optimize and integrate the on air buzz and translate it on the ground and online.

The road show will involve a MC moving around the city interacting with the crowd, asking questions, shortlisting and rewarding some of the respondents. The show will also include games that will be played and winners rewarded on the spot. The HBO Bus will be parked in some key market areas also and the MC will make enough noise around the area. Through loud music a lot of buzz will be created. The MC will also give away HBO goodies and promotional material on the spot. The road show will be spread over three days from 25 July and will target colleges, bars, popular markets and the Infosys campus, says the channel. The selected winners will get to say their say about the movie channel live on HBO. The event is being promoted through press ads, radio spots, online through the channel's website and branding in colleges and theatres.

The on air capsule will incorporate audiences from major Indian metros talking about the reasons why they like to watch the channel, particularly properties like Friday Double Bill and Saturday Nights.

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