HBO Touts Rome DVD Release Via NYC Event

HBO put a new spin on the old saying, “When in Rome, do as the Romans.” In a buzz marketing stunt, the network brought a piece of old-time Roman flavor to city streets to spark excitement around the DVD release of Rome.

This week, 34 Roman soldiers, a Roman town crier and street teams marched through Manhattan hand-delivering copies of HBO Video’s latest DVD release Rome: The Complete First Season. HBO kicked off the soldier procession at Virgin Megastore in Times Square, where street teams held Rome trivia games about the series. In all, HBO awarded 15 DVD sets and 30 Rome-branded T-shirts to consumers as prizes at the three stops: Virgin Megastore, Tower Records at Lincoln Center and Circuit City in Union Square.

Along the way, street teams distributed 10,000 New York City subway maps that flagged sites at which Rome DVDs were available. In-store events also included photo opps with Roman soldiers. The soldiers and street teams later met to deliver Rome DVDs “Roman style” to area retailers. Interference, New York City, handled the concept and guerilla marketing efforts.

HBO launched the promotion to spark curiosity about the show and drive consumers to area retailers. The six-disc Rome DVD set includes behind-the-scenes featurettes, audio commentary and in-depth character guides. The set, which hit stores Aug. 15, sells for $99.98.

“It’s the kind of spectacle that gets attention,” said Sam Travis Ewen, Interference CEO/founder, who estimated Roman soldiers covered four miles on foot touting the promotion, reaching about 75,000 people.

“We wanted to show that it isn’t just another gladiator show,” said Jenna Pelkey, junior account executive for Interference. “With 34 soldiers walking down the street, you can’t help but wonder what in the world this is for.”

TV spots, print ads and online materials supported. Venables, Bell and Partners, San Francisco handled print ads; PHD Network, New York City, handled media buying.

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