With a blank canvas, creative was developed on a site-by-site basis to ensure the richest brand experience. The campaign relied on high-impact placements such as homepage roadblocks to maximize presence, awareness and engagement.

Roadblock units were treated as one, ensuring all of creative not only complimented each other but also worked together. Low-fi, urban-inspired illustrations and quirky animations were used to grab the audience’s attention and resonate with “urban influencers’” artistic and cultural core.

The MySpace community enlisted 25,000+ friends. The banners produced 44,000+ clicks to HBO.com and 12.78% interaction rate, contributing to over 1 million streams of the pilot.Viewership was the true gauge of success. After delivering 2.5 million viewers a week, HBO picked up the series for a second season.