(Photo: HBO)

HBO must really want the second season of its Prohibition-era Boardwalk Empire to succeed. The first season debuted last year to great hype and relatively high acclaim, nominated for 18 Emmy awards. Steve Buscemi stars in this expensive, historically immersed version of 1920s Atlantic City and will be back on our television screens soon for season 2, which debuts September 25.

What I find more fascinating — and more awesome — is Boardwalk Empire's new ad campaign. HBO has decked out some of MTA's vintage New York City rail cars in nostalgic regalia as well as plenty of posters for the show in anticipation of the new season.

I first saw the video below yesterday and began tracking down news on ad blogs and other media. According to reports, the MTA suggested using the vintage cars, which first debuted in 1917, to HBO and received $150,000 to run the special subway train on the 2/3 line for four September weekends.

But you need to see the video of the Boardwalk Empire train to get a real sense for what a nifty marketing move this is: