It's definitely not TV, and it's definitely on a roll.
HBO is set to launch the sequel (of sorts) to its double Cannes Grand Prix winning "Voyeur Project" with "Imagine," a new effort that kicks off this Thursday in the Meat Packing District of New York, when a giant video cube will display four pieces of a 37-part mini-drama designed to change perspectives at every turn to alter viewers' perceptions of what is going on in each clip.
The cube will begin three-day stints in Washington DC, Philadelphia and elsewhere, and each part will be shown at hboimagine.com, where viewers can unlock video sequences as they progress, with some kind of pay off for people who unlock all 37 clips.
It is a massive new undertaking for HBO, which hopes to top the number of impressions it earned for "Voyeur" as well as reinforce its brand positioning in a compelling new way.
In my new book, THE ON-DEMAND BRAND, I talk to Courteney Monroe, HBO's executive vice president of consumer marketing - and, a newly minted Brandweek Marketer of the Year - about the brand's approach to efforts like "Voyeur" and "Imagine," and why its so important to create consumer marketing that's as inspired as it is effective.
For the record, Ad Age reports that HBO's subscriber numbers are up despite the recession, to 27 million.
If "Imagine" turns out to be anything like "Voyeur," can more subscribers - and perhaps another Cannes sweep - be far away?
Read more about the book, here.
And read more about the specifics of the "Imagine" campaign, here.
-----------------------------------------------------------------------
BRANDING UNBOUND WAS JUST THE BEGINNING:
>>> CLICK HERE FOR A FIRST LOOK <<<
-----------------------------------------------------------------------
Quick Links:
BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com
Comments