To eventize Season Three of HBO’s mega-popular prohibition era cable show Boardwalk Empire, and to re-engage fans and entice new viewers, we partnered with the popular on-demand car service Uber to provide free rides in vintage cars to fans in New York City, giving the rider the feeling that they were not only taking a step back into the roaring 1920’s, but also invoking the themes of Boardwalk Empire by riding like a gangster. During the promotion, Uber members could use their accounts to hail Boardwalk Empire branded vintage vehicles, just like those driven by Nucky Thompson in the show. Over 2,500 rides were requested and social media influencers and bloggers were also courted with rides to work. An online outreach campaign helped to increase awareness of the promotion among top tier bloggers which drove over eight million unique impressions and put the campaign on the front pages of cornerstone platforms, making it one of the most memorable partnerships of 2012.
