During the last few weeks, HBO has launched an ambitious sequel to its double Cannes Grand Prix winning "Voyeur Project," called "HBO Imagine."
Not to be outdone by "Voyeur's" projection of dramas on New York City buildings, "Imagine" features, among other things, a giant video cube that displays scenes from a mini-drama shot from four different perspectives, so you have to view each side of the cube to get the big picture.
At hboimagine.com, viewers can unlock each of these video sequences as they progress through a broader narrative, with a pay off for people who unlock each of 37 complete scenes. 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 (AMACOM/McGraw-Hill, Spring, 2010) 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 they're so central to creating consumer marketing that's as inspired as it is effective. (Despite the recession, HBO's subscriber numbers are actually up, to 27 million.)
In the days just after "Imagine" launched, I also spoke with Alison Moore, vice president of brand strategy and digital platforms for HBO, about why this campaign is such an exciting successor to "Voyeur," and about her views on how this initiative will fuel subscriber growth (and reduce churn) in the year ahead.
Part One: "Imagine" That: HBO's New Take On Making The Physical/Virtual World Connection (approx 7:33)
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BRANDING UNBOUND WAS JUST THE BEGINNING:
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