The Goal
Create buzz and drive viewership for the premiere of the second season of HBO’s Deadwood through event sponsorship.

The Execution
HBO’s launch for the second season of Deadwood succeeded in overshadowing one of professional horse racing’s biggest events: the $1 million Santa Anita Handicap. At the March 5, 2005 race there were more than just horses running around the track, as a gold rush was staged in the track’s infield. The event prompted eager fans to search for gold nuggets, each redeemable for cash and prizes.

To make sure the public knew about the Deadwood sponsorship, an unprecedented amount of event signage was posted throughout Santa Anita Race Track, including a banner at the main entrance, a large advertising balloon in the infield, and racehorse saddle blankets. Video clips of Deadwood played on monitors throughout the track. Promo spots were read during the day, driving fans to the infield to participate. All visible park staff (1,000 people) carried the theme of the event by sporting sheriff badges and bandanas with HBO and Deadwood logos.

Results Recap
A constant flow of people visited the HBO tent, redeeming their nuggets for prizes. Prizes included (5) $450 checks (representing the market value of one-ounce of real gold), (40) DVD box sets of Deadwood’s Season One and (3,000) Deadwood poker cards featuring cast member images.

The event, which was advertised in the LA Times Sports Section on March 3 and March 5, heightened awareness of the show. The event, and the advertising leading up to it, exposed 1.3 million people to Deadwood.