HBO goes all out for Timberlake

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HBO is putting a multiplatform promotional effort behind its Labor Day premiere of Justin Timberlake's upcoming concert show "FutureSex/LoveShow."

Through HBO On Demand, the network is offering three music videos from the multiplatinum album along with the option to view the entire concert and a behind-the-scenes look at the making of the show, set to bow on the network at 9 p.m. Sept. 3.

Beginning Wednesday a user-generated contest dubbed "Are You the Biggest Justin Fan?" will be featured at www.futuresexlove.com, allowing fans to create their own videos and choose their favorite entries online. Live streaming video and links to screening locations on Second Life also will be featured.

The network has done similar multiplatform promotions around its series, but this is the first time HBO has executed a cross-platform effort for a music event, said Rishi Malhotra, vp affiliate product marketing.

"Since Justin has incredible energy as a performer, a musician and entertainer, this is an ideal event for us to market over multiple platforms," Malhotra said. "We want to create awareness of the actual concert on Labor Day but also awareness of the following week: replays on HBO main and the show on HBO On Demand."

Additional affiliate broadband sites and free on-demand services will be presenting content based on the concert, including a contest offering a chance to win a trip for two to New York.

The concert at New York's Madison Square Garden is being taped Thursday.
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