The Goal
Drive consumer tune-in and create buzz for the premiere of this controversial Tom Hanks production about a polygamist in Utah, his three wives and their children.

The Execution
To catch the attention of consumers in a format that appeared conventional but with something amiss, Marlin developed an authentic wedding invitation with copy requesting the recipient’s “presence at the marriage of Barbara Dutton & Nicolette Grant & Margene Heffman to Bill Henrickson”. The reply card drove traffic to an online splash page to learn more about the “happy couples” and enter for a chance to win a honeymoon trip in Hawaii.

Our mail house added to the authenticity of the mailer with an actual return address in Utah offset printed on the back flap of the envelope.

Results Recap
“Big Love” scored a 2.8 Nielsen rating with over 4.5 million viewers on its Sunday night premiere, establishing the show as a new player in HBO’s lineup of original programming.