HBO is going all out promoting the new season of it's 1920's-style show Boardwalk Empire. A prohibition-era subway train has been given a new lease of life, running across New York's 2/3 subway line over four weekends this month. The train was originally used for the IRT system and began service in 1917. Imagine seeing this beauty traveling on the tracks?
Laura Young, director of corporate affairs at HBO, stated that this is the first time they've used an authentic, time-period accurate train for a show promotion. The train's carriages, with their original ceiling fans and drop sash windows, have also been decked out with images of Nucky Thompson – the corrupt politician at the center of the television show. Nucky Thompson's presence won't just be felt inside the vintage trains though, as complimentary MetroCards will be handed out courtesy of the character himself.
The Green Room Verdict: The $150,000 stunt is an eye-catching, relevant way of promoting Boardwalk Empire. Rather than just decking a regular train in wall-to-wall advertising, they took the thought a step further. The complimentary MetroCards given free from the show's character is the cherry on top of a fun, engaging promotion, and bring the show and it's characters into realm of everyday New York life.
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