HBO learns from failure
Stephen WhitesideWarc
"I have to tell you about something I screwed up, which makes my PR team a little nervous," Sabrina Caluori, HBO's svp/digital media & marketing, admitted to delegates at Advertising Age's Digital Conference 2015 in New York.
The subject of her marketing confession (and the ultimate road to digital redemption) concerned the cable network's failed attempts to tap "second screening" activity among consumers – efforts that both distracted its audience and resulted in a loss of brand focus.
Caluori's cautionary tale began in 2011 with the launch of HBO Connect, a...