In May 2020, HBO launched their subscription streaming service, HBO Max, featuring its classic programming, as well as exclusive original content. Amassing over 28 million subscribers by September 2020, the media titan released its first movie exclusive to the platform, Charm City Kings (featuring rapper Meek Mill), in October of the same year.
With their in-house team fully preoccupied and time running out, HBO Max/19th and Park challenged the team at C-Labs to rapidly develop a creative social media campaign for the movie.
C-Labs delivered 20 static and dynamic social media assets, an AR face filter for Instagram/Facebook, a name generator, and a portal for a writing contest. The campaign combined the best of traditional digital marketing campaigns with the excitement of newer technology to reach a wider audience and sustain interest for as long as possible.
A mix of animated and still assets for social media gave HBO plenty of content to share on social platforms – boosting digital engagement around the movie.
HBO trusted the team at C-Labs to craft every aspect of the name generator, from the backend development to the list of possible names. Paired with an AR face filter that allowed users to overlay their new name, the generator provided a fun element that could go viral – especially among younger audiences.
In line with the plot of the movie (no spoilers – promise!), C-Labs also produced a portal for submitting entries to a writing contest. Young filmmakers and storytellers could submit short stories detailing a summer that changed their life, entering them to win various cash prizes, as well as a mentorship with the movie’s director.
Since going live, the campaign has continually driven engagement across platforms, and even engaged a few high-profile stakeholders, including Snoop Dog, Will Smith, and Meek Mill.