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NEW YORK: Break Thru Designs’ custom 3D window clings recently graced the streets of New York and Los Angeles on behalf of HBO. The campaign was conceived by Grand Central Marketing in partnership with Break Thru Designs to launch HBO’s new primetime TV comedy “East Bound & Down” produced by Will Ferrell.

Brandweek and Promo Magazine on 3D window clingThe promotional campaign combined both guerrilla marketing and viral marketing strategy and was written up in BRANDWEEK and PROMO MAGAZINE.

Break Thru Designs created the product and Grand Central Marketing conceived the bi-coastal campaign and pitched it to their client, HBO. Street teams posted 5,000 of the eye-catching 3D window clings on windows and mirrors in sports bars and liquor stores in each city, targeting men aged 18 to 34 as the prime audience.

“This is guerrilla marketing at its finest” explained Steve Hall, CEO of Dallas-based Break Thru Designs, “and a perfect example of viral marketing since the campaign counts on bar patrons to steal them and post them in their apartments, cars and homes.”

Sally Campion, Account Coordinator at GCM, called the campaign “Phenomenally successful” and added that HBO was very pleased. Running street stunts for HBO is a kind of specialty for GCM. “We’re putting them exactly where these guys go,” Matthew Glass, Grand Central Marketing CEO, said. “The stealing of the balls is an appropriate interaction.”

The series’ foul-mouthed central character is Kenny Powers, a former professional pitcher who bounced himself out of the big leagues on a losing streak of self-destructive behavior. The cling signs are designed in kind, featuring a baseball that’s apparently shattered the window. Signs are posted with the phrase, “Kenny Powers was here, motherf&@#ers"

The series focuses on Powers’ misadventures during his post-big-league downfall, teaching physical education in his North Carolina hometown middle school. The series launched its six-episode season on HBO in primetime on Feb. 15.

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