Client: HBO
Promotion: Deadwood Gold Rush
Market: New York
Event Date: 2/28/05

Promotion Background: Confidential Alert

To support the March 6th premiere of an all-new season of HBO’s critically acclaimed hit TV series “DEADWOOD,” HBO will send street teams to randomly place 10,000 miniature gold nuggets on sidewalks along Broadway between Columbus Circle and 10th Street in the early morning hours of Monday, February 28th.

One side of each nugget features the copy, “DEADWOOD March 6”, the show premiere date. Copy on the reverse reads, “Struck Gold?” and features the web address “HBO.COM/GOLDRUSH” and a special 3-digit code number.

Consumers finding a nugget can visit the website to enter the code and see if they’ve won a prize. Prizes include the cash value of an ounce of gold or a DEADWOOD Season One DVD box set.

An all-new season of DEADWOOD premieres March 6 at 9pm/8c. Only on HBO.
DEADWOOD: The Complete First Season featuring all 12 episodes and over 90 minutes of bonus features now available on DVD.

LEGAL: No purchase necessary. For rules, see HBO.COM/GOLDRUSH. Ends 3/25/05.

RADIO PROMO COPY
Client: HBO
Promotion: Deadwood Gold Rush
Market: New York
Event Date: 2/28/05
:30 Promotional Copy
(for live read Friday, February 28th only)

HBO IS GIVING NEW MEANING TO THE TERM “RUSH HOUR” THIS
MORNING. TO PROMOTE THE RETURN OF THEIR HIT SERIES, “DEADWOOD,”
THEY’VE STAGED A REAL LIVE GOLD RUSH RIGHT HERE IN MANHATTAN.
TODAY, ALONG SIDEWALKS ON BROADWAY BETWEEN COLUMBUS CIRCLE
AND 10th STREET, YOU CAN FIND THOUSANDS OF GOLD NUGGETS THAT SAY
“STRUCK GOLD?” THE NUGGETS HAVE A 3-DIGIT CODE THAT YOU CAN
ENTER ON HBO’S WEBSITE TO SEE IF YOU’VE WON. PRIZES INCLUDE THE
CASH VALUE OF AN OUNCE OF GOLD AND DEADWOOD SEASON 1 DVDS. SO
KEEP YOUR NOSE TO THE GROUND AND YOU MIGHT STRIKE GOLD! (NO
PURCHASE NECESSARY. FOR RULES, SEE HBO.COM SLASH GOLDRUSH.
ENDS 3/25/05.)

AN ALL-NEW SEASON OF DEADWOOD PREMIERES SUNDAY, MARCH 6 AT
9PM. ONLY ON HBO. DEADWOOD: THE COMPLETE FIRST SEASON NOW
AVAILABLE ON DVD.