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Max Lenderman
HBO is continuing its successful "The Stories, The Storytellers" acquisition campaign for Black History Month nationwide throughout February. Last year, the focus was on the civil rights movement as HBO tied in the promo with the airing of Spike Lee's 4 Little Girls.
That campaign - which was originally a month-long promo but extended its run through the entire year - hit 25,000 high schools, as well as churches, local libraries and NAACP offices, with study guides centered around Lee's film. According to Sherrie Curette, manager-subscriber marketing, the campaign reached record-breaking participation numbers highlighted by a 43% increase in direct mail response.
"And more importantly, our affiliates renewed their commitment to African- American marketing," she said.
Last year's promo also featured a contest that gave four students a $5,000 scholarship and two students a $2,500 honorable mention. Curette called it "the most successful contest of its kind" with over 4,000 entries. This Black History Month, HBO will also run a national sweepstakes that allows viewers to make their own family documentary.
The grand prize winner of the "It's Your Story, and You're the Storyteller" campaign will produce a documentary with the help of an HBO crew and a professional genealogist. The documentary is personal and there's no mention that the end-product will be aired on HBO.
"We decided to give everyone an opportunity to explore African-American history on a more personal level," explained Olivia Smashum, VP-subscriber marketing and brand development.
HBO is also sponsoring the first annual Urbanworld Film Festival College Tour, which hits more than 20 black colleges and universities to showcase films produced and directed by African-Americans. The network will also air movies that deal with the African-American experience and perspective, such as Steven Spielberg's Amistad, The Josephine Baker Story, 4 Little Girls, First Time Felon, Always Outnumbered and Deadly Voyage.
According to Curette, HBO enjoys a strong African-American following which comprises 23% of the network's subscribers and represents 38% of African-American households.
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