OH.
EM.
GEE.

FUCK. YES.

As part of the “Compliments of Nucky” campaign promoting the September 25 return of period drama Boardwalk Empire, HBO is putting a vintage 1920s train back on the track on New York’s 2 / 3 line (Nucky refers to the show’s central character, played by Steve Buscemi). The train, a real transit museum piece, originally appeared in 1917 operated by the Interborough Rapid Transit system.

And guess who will be in New York. Me. As someone who has Sky Atlantic (HBO for my American readers) but never gets to watch it (because I can never get near the TV in my house – ergo never get to watch Game of Thrones OR Boardwalk Empire on TV) this my friend, this is my moment. Also I really like vintage things, and social media campaigns, which is what this is. And I really still want to watch Boardwalk Empire :(

On weekends during the month of September, MTA customers can ride the train at the 42nd, 72nd and 96th Street stops. According to HBO, the train features authentic period details like rattan seats, ceiling fans and drop sash windows. Non-period elements include Boardwalk Empire- themed artwork that directs straphangers to the campaign’s Facebook page, where they can get access to Nuck-related perks. On the final weekend, “brand ambassadors” will be outside of the 42nd and 72nd St. stops giving away free metrocards (and, we hope, jugs of hooch with XX on the label).

I doubt about the hooch (it’s not England) but I’m down for a free Metrocard. Especially if it has Steve Buscemi on it.

The campaign will include further deals and content via partnerships with other brands. A Living Social tie-up will allow fans to book prohibition-themed packages for the reduced rate of $19.21 (get it?). On September 24 and 25, “Nucky” will pick up all eastbound Pleasantville tolls into Atlantic City from the AC Expressway. The campaign’s Facebook app will include daily instant win prizes; those who share the app with three friends can gain access to “Nucky’s Suite,” where they will get access to original content from the show and get the chance to win trips to Caesars Las Vegas and Atlantic City.

Noicen. I’m looking forward to seeing this all in action.

via: Fast Company