In the summer of 2014, HBO approached Team Epiphany to create and execute a concept based around the final season of the network’s hit show Boardwalk Empire. Rooted in insights of a high net-worth multicultural consumer’s cultural and TV viewing habits, Team Epiphany developed an extensive strategy rooted in transferring guests of a launch event back in time to the late Prohibition Era, ensuring plenty of surprises and opportunities for user-generated content development and sharing along the way. The result was a one-night-only private extravaganza held at Minton’s in Harlem.
The party was complete with catered small-bites, two full bars equipped with a custom mixology program, a burlesque show, a 1930s-era chaise-turned “silent GIF” photo booth and a private back room performance from Boardwalk Empire’s own Margot Bingham. Press included Complex TV, BET, Ebony, WENN, RollingOut, Star Magazine and Uptown Collective. Over 300 guests attended including Boardwalk’s own Michael K. Williams and a total of 294 “silent GIFs” tagged with #BoardwalkBackroom were shared at a rate of 65 per hour, garnering a total of 3.7mm social impressions, 22m likes and comments on Instagram and 290 mentions on Twitter.