HBO’s trailblazing and original programming has inspired a passionate following—one HBO wanted to thank for all its love. While there is devotion and fervor for individual shows, Firstborn needed to drive awareness and advocacy for the HBO channel by bringing the most loyal and active fans closer to the brand.
Our solution was to create HBO Connect 2.0, a responsive digital platform that fortifies the HBO brand by developing a more direct relationship with HBO’s most loyal viewers and fans. By creating an open dialogue with members, HBO Connect gives users inside access to content and unique experiences they can’t find anywhere else. The entire platform runs on a business intelligence solution. It delivers a proprietary “surprise and delight” algorithm that follows fan interactions finding the most devoted users and matching them with the best perks—like VIP tickets to special events, advanced screeners and other premium experiences only HBO could dream up.
To help HBO support and interact with this vibrant community, Firstborn also custom-built a powerful CMS to give HBO the ability to swiftly add and update new content for the fans. From the mobile-first design to the long-term staffing model, we created a platform that brings fans together and introduces them to the best that HBO has to offer.
The platform delivered loyalty data that helped identify the "right" kind of new customer and the types of marketing initiatives that work best to reach this target audience. By rethinking loyalty and rewards to be more reflective of HBO, we’ve reinforced the brand and built equity through the platform.