If it's good to be Nucky Thompson in HBO's prohibition era series Boardwalk Empire, then it's nice to be paid a compliment by the political and criminal mastermind of Atlantic City as portrayed by Steve Buscemi.
To tout the return second season of the Emmy-nominated drama series on Sept. 25, HBO has rolled out a multi-faceted promotional campaign, under the "compliments of Nucky" heading.
Components include an HBO-sponsored beautification project at the entrance to Atlantic City, where the Atlantic City Expressway operator, South Jersey Transportation Authority, and the premium network are welcoming visitors at three rejuvenated areas, showcasing a plush landscape featuring native New Jersey plants and trees.
Weekends in September will also see HBO drive a vintage subway car in New York City at a trio of stops on the express 2/3 track. Riders will be transported back in time, sitting on rattan seats and cooled by ceiling fans and drop sash windows. Custom branded interior featuring Boardwalk Empire-inspired period artwork will be featured.
Those who are loyal to Nucky will also find some perks via HBO's Boardwalk Empire Facebook page, where their "likes' can be exchanged for special offers like "The Daily Grab," where instant winners get discounts to the HBO Shop and Boardwalk Empire T-shirts, posters, key chains, mugs, the series soundtrack.
In Nucky's Suite, the most dedicated fans, who must share the app with three friends, can check out exclusive content and win exclusive prizing, with weekend VIP getaway trips to Caesars Las Vegas or Caesars Atlantic City, plus $500 LivingSocial deal bucks.
Caesars is also offering Boardwalk Empire-themed packages -- third night free, room upgrade, VIP access et. al. -- at the aforementioned properties. All told, 40 Caesars Entertainment resorts are presenting special food and beverage deals and in-room branding and content, including trailers to be featured on their in-room entertainment system.
While they may not be complimentary, LivingSocial, in its first integration with a TV show, has also set up luxury yacht cruises in Los Angeles, New York and Chicago to offer prohibition-themed Boardwalk Empire-branded adventure packages. For $19.21, the social sharing site's event group has established packages, compromising blackjack lessons, an open bar, 1920's inspired jazz band, high-end whisky tasting and an exclusive sneak peek at the series second season. The 100 LA slots sold out quickly, according to Living Social communications director, with Chicago and New York to be offered soon.
"With the ‘Compliments of Nucky' campaign, we're driving awareness for the new season of Boardwalk Empire with promotions that are uniquely organic to the narrative of the show," said Zach Enterlin, senior vice president, program advertising of HBO. "By offering deals on LivingSocial, beautifying areas of the expressway and sponsoring the toll entering Atlantic City, we're able to illustrate how Nucky Thompson might curry favor and reward his supporters in the modern day, allowing viewers to essentially experience the world of the show while building excitement for its return to HBO."