HBO turned NYC’s steam vents into blazing joints for a new series called High Maintenance.
What a brilliant idea for a brand activation- this form of Out-of-home advertising from HBO – New York City steam vents showcase season 2 of High Maintenance, the show about a marijuana-dealing deliveryman.
Working with agency The Gathery, the pay-cable network put up installations for one day only in the Union Square and the Meatpacking District in Manhattan, and Williamsburg in Brooklyn.
The point was simply to “re-engage the series’ current fan base and to incite curiosity among those who have not yet discovered the show,” HBO states.
See more pics below. And for more on just what the hell NYC’s steam vents are all about, anyway, check out this article.