HBO Promotes Boardwalk Empire with Invite-Only Speakeasy Events via QR Code

What better way to celebrate the premiere of Boardwalk Empire, the new HBO series that takes place in Atlantic City, N.J., at the onset of Prohibition, than to enjoy a free drink at a speakeasy?

HBO teamed up with ad agency PHD USA and SET Japan on a promotional initiative for which a QR code designed by SET Japan appeared on ads for Boardwalk Empire on bus shelters in New York and Chicago. Smart-phone users who scan the QR code will receive passwords granting them entry to invite-only speakeasy events, the locations of the events, and one free drink.

In New York, the QR code-enabled ads can be found on 42nd Street between Third and Lexington avenues; on 86th Street between Columbus and Amsterdam avenues; and on 79th Street between Third and Lexington avenues.

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