The launch of HBO NOW was a disruptive change to the traditional pay TV landscape and meant that HBO can now reach younger, internet-only audience ala the cord-cutters. However, to many people, the cost of an HBO NOW subscription for $15/month seemed expensive – especially among millennials.

But when you break it down, getting HBO NOW for $15/month is really only 68 cents a day.

The idea? #68CentsaDay, a social content campaign that showed how fans can save for a subscription for HBO NOW. This program leveraged HBO talent and influencers to generate conversation around HBO NOW and gave fans a chance to win Apple TVs so they could purchase their very own subscription to HBO NOW.

In an effort to show that getting HBO NOW is not expensive, HBO and 360i launched the #68CentsaDay campaign to help savings-averse millennials find #68CentsaDay for HBO NOW.

The program kicked off a week after the launch of HBO's new standalone service, HBO NOW. To kick off the campaign, we released a video starring Andrew Rannells from Girls, where he talked about HBO NOW to educate people what the service is. He also provided expertise on how to get a #68centsaday raise and even how to save 68 cents a day!

Then to continue to drive that conversation, 360i partnered with millennial-leaning influencers to create original content inspired by the #68CentsaDay video. Additionally the outlets hosted giveaways, where fans could submit their ideas on how they would save #68centsaday to win a chance for a six-month HBO NOW subscription and Apple TV.

The campaign generated the buzz HBO wanted to garner surrounding the launch of HBO NOW. The launch video drove 981K video views, reached a potential audience of 3mm+ and had 28,400 interactions in social.