In December 2007, HBO Video teamed up with Virgin Megastores on an interactive window display designed to get shoppers to wrap — and unwrap — HBO DVDs as holiday gifts. The campaign kicked off on Nov. 19, 2007, and ran through Dec. 31.
This video shows an enhanced version of the advertising scheme at the Times Square location, where multiple consumers were able to unwrap various gift boxes simultaneously. A different HBO DVD was revealed each time someone removed the wrapping paper.