Subscription-based cable companies have been among the most reluctant to
“go digital,” both with their marketing campaigns and with their
content. Keeping expensive TV shows and pay-per-view (PPV) events
behind paywalls makes sense, but neglecting to promote that content via digital channels (running a few banner ads doesn’t count)
Analysis of HBO Sports’ digital campaign to market the upcoming boxing
match between Manny Pacquiao and Antonio Margarito, however, shows
the companies are becoming wiser.