Viva Entourage
HBO is sending its Entourage to Acapulco for Spring Break. The cast of the hit show won’t be there in person, but Entourage will have plenty of presence as it gears up for the premiere of its third season. HBO sets up camp for a week at Casa Inn hotel, hosting pool parties and show screenings.
Revelers also are invited to two “Let’s Hug it Out Bitch” parties at local clubs — named for character Ari’s catchphrase, which has caught on among college-age viewers. At the parties, DJs will plug the series and show clips on large screens around the dance floor. An Entourage-wrapped bus will shuttle vacationers between beaches and bars, with a video loop of the show playing inside the bus.
Models will cruise the beaches showing clips of the show on Sony PSP players and inviting sunbathers to play PSP videogames to win party passes and premiums including T-shirts, hats and towels. Playboy Playmates will appear on behalf of the show; an episode last year featured a Playboy Mansion party and guest-starred Hugh Hefner. Grand Central Marketing, New York, handles the effort for HBO.
Last summer, HBO hyped Entourage by giving away about 60,000 loyalty cards good for perks at clubs, restaurants and retailers in six cities. Cardholders registered online to get weekly e-mail and text messages with special offers and events from participating brands — free cocktails, discounts at high-end boutiques, cuts in line at hot clubs, an exclusive table with free bottle service. HBO had 300 partners, including Mercedes-Benz and several liquor brands. LIME Public Relations + Promotions, New York City, handled the summer program; plans are still pending for this summer.
Just before HBO hits the beach for Entourage, it wraps up a NASCAR tie-in touting the March 12 premiere of The Sopranos. The show sponsors car No. 7 in the UAW-DaimlerChrysler 400 at the Las Vegas Speedway, replacing sponsor Jack Daniel’s, for the day. The Sopranos will make an appearance in the Jack Daniel’s Experience mobile tour at the track that day, too: Visitors can play Whack A Mole on a custom-made arcade game featuring Sopranos characters — and a baseball bat. Grand Central handles.
