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HBO Voyeur peeks with brand plan

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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.