Anatomy of a cross-platform campaign: How HBO Sports plugs Pacquiao-Margarito

Pacquiao vs Margarito bannerSubscription-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)
is inexcusable.

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.