HBO announced the launch of a brand campaign, called the HBO Voyeur
Project, that takes a series of interconnected filmed stories
within eight apartments of a random urban building and expands them
into a multiplatform branded experience that will be featured on
HBOVoyeur.com, HBO On Demand and HBO Mobile. The project was
unveiled Thursday6/28 on the side of a building in Manhattan. The
campaign, developed with BBDO, is meant to capture the essence of
the HBO brand with the recognition that "sometimes the best stories
are the ones we were not meant to see," HBO said. "The purpose of
the campaign is to mirror what HBO is best known for: great
storytelling," an HBO spokesman said. "In addition, the
multiplatform aspects of it showcase the evolution of HBO as a
company as we've grown from HBO the linear channel to HBO On Demand
and HBO mobile." HBOVoyeur.com is intended to allow viewers to play
out their voyeurism by exploring and discovering other stories
happening in other buildings in the city that come alive on the
site. Inspired by characters in the eight films and additional
interactive content, viewers will discover places on the Web where
the characters come alive, from a personal-ads site to a photo
site, HBO said. The network is spending an estimated $7 million-
$10 million on production and marketing costs for the campaign.
HBO Voyeur peeks with brand plan
Staff report
June 29, 2007, ET
HBO announced the launch of a brand campaign, called the HBO Voyeur Project, that takes a series of interconnected filmed stories within eight apartments of a random urban building and expands them into a multiplatform branded experience that will be featured on HBOVoyeur.com, HBO On Demand and HBO Mobile. The project was unveiled Thursday6/28 on the side of a building in Manhattan. The campaign, developed with BBDO, is meant to capture the essence of the HBO brand with the recognition that "sometimes the best stories are the ones we were not meant to see," HBO said. "The purpose of the campaign is to mirror what HBO is best known for: great storytelling," an HBO spokesman said. "In addition, the multiplatform aspects of it showcase the evolution of HBO as a company as we've grown from HBO the linear channel to HBO On Demand and HBO mobile." HBOVoyeur.com is intended to allow viewers to play out their voyeurism by exploring and discovering other stories happening in other buildings in the city that come alive on the site. Inspired by characters in the eight films and additional interactive content, viewers will discover places on the Web where the characters come alive, from a personal-ads site to a photo site, HBO said. The network is spending an estimated $7 million- $10 million on production and marketing costs for the campaign.
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