For HBO, we created ‘HBO Asian Pacific American Visionaries,’ a short film competition dedicated to discovering and showcasing emerging directors of Asian and/or Pacific Islander descent while furthering public understanding of the APA experience. In addition to cash prizes, winners are given the opportunity to license their film to premiere exclusively on HBO and stream on its platforms.
The competition was launched through a national PR and social media campaign targeting APA communities. Then we took a fully-integrated approach for the promotion and execution of the program, blending PR, social media, content development, community partnerships, and event marketing. Our team secured coverage in leading national outlets and exclusive social media content was produced. To generate entries, we hyper-targeted university Film and Asian Studies departments and APA student organizations.
HBO Asian Pacific American Visionaries competition received more than 500 film submissions since its inception in 2016 and exceeded initial benchmarks (i.e. media impressions, site visits) due to the volume of media coverage, social virality, and word-of-mouth generated through the campaign and our work with community partners.
In addition to cash prizes, winners are given the opportunity to license their film to premiere exclusively on HBO and stream on its platforms.