It's Not Just Video: It's Art, From HBO
Cube in Meat Packing District Ushers In HBO Imagine Campaign
by Kent Gibbons -- Multichannel News, 9/18/2009 5:00:46 PM
HBO last night lit up a large, cube-shaped video installation outside One Restaurant, in Manhattan's Meat Packing District. Each of the four screens showed a different angle of the same two-minute video, and you need to watch all four to get the whole narrative. (Go to HBOimagine.com and you'll get it.)
HBO Cube -- Billy Siegrist BBDO New York
Network co-president Eric Kessler walked about, telling
guests at the opening to "circulate, circulate" in order to get the full
effect. Then he guided The Wire to consumer marketing executive vice president
Courteney Monroe, who explained: "The whole experience is designed to articulate
the idea: it's more than you imagined, it's HBO."
"In today's environment, in marketing, you have to communicate in a different way," Kessler said. "You want to engage the audience."
The Web site guides viewers to "unlock" the puzzles within the interconnected stories. For those who view all the content online, "we kind of feed you exactly what has happened," Monroe said.
The BBDO-executed campaign -- like HBO and BBDO's award-winning "Voyeur" promotion in 2007 -- doesn't highlight particular shows or anything that is on HBO.
"It hopefully embodies the spirit that is HBO," Monroe said.
From New York, where it remains until Saturday (the 19th), the cube travels to Philadelphia (Oct. 1-3) and Washington, D.C. (Oct. 8-10 in Adams Morgan), where Comcast will play host as the local affiliate, she said.No related content found.
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