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The Background and Ask

HBO is known for its excellent original series with dramatic, raw content that tailors to a mature audience. We were tasked to capture a new target while maintaining HBO's current audience by bringing the brand to life in the retail space.

Today’s HBO Viewers

Current HBO viewers' ages range from 30-50 who possess a decent disposable income. From multiple interviews and secondary sources, we found out that these viewers enjoy leisure time at restaurants, bars, and sporting events.

Competitors

HBO's competitors include television networks in all categories such as streaming services, cable TV, and digital satellite TV. We found that streaming services are HBO's main competitors and that the television network differentiates itself by not releasing full seasons all at once. 

Insight

By not releasing full seasons at once, HBO creates a culture that curates conversations and speculations around every plot of each show.

In conducting interviews of HBO's audience, we discovered that the television network has a hidden viewer; viewers who are younger and watch the company's content from their close ones' subscription.

Opportunity: The Hidden Viewer

With conversations curating around HBO series and a hidden younger demographic watching its content, we saw an opportunity to capture this market through a retail experience; a restaurant and bar with a "CineBistro" style theater upstairs.

Selling Point to Hidden Viewers

As the hidden viewers are younger, their social lives are high on their priority list. Our selling point to these prospective customers is that this retail concept allows them to socially experience premieres of their favorite shows with their friends and close ones while dining in. 

Retail Concept: HBO Social

HBO Social is a go-to entertainment destination that allows patrons to dine in downstairs The retail spot will provide a dine-in theater upstairs for viewers to see new and already-released episodes of the company's most popular shows as well as special events that include comedy shows, acoustic concerts, and more to steam across HBO platforms. Ordering food will be available through tablets and servers will be provided in the theater. Sales will be driven by food, drinks, merchandise and movie tickets.

Mood Board, Look & Feel

Retail Layout

Downstairs Bar & Restaurant

Upstairs Movie Theater

Collaborators

Emily Hudson: Creative Brand Manager

Colin McCool: Creative Brand Manager

Jennifer Root: Creative Brand Manager

Mark Thompson: Creative Brand Manager