HBO Aims To Boost DVD Sales Through New ‘Fetish’ Microsite
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HBO has launched a new, video-heavy microsite that boasts hundreds of clips from shows like Entourage, Curb Your Enthusiasm and stand-up comedy specials. Called ComedyFetish.com, the site is designed to serve as a funnel to get viewers to buy their favorite series’ on DVD through BarnesandNoble.com (or as iTunes episodes).
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It’s HBO’s latest experiment with giving people online access to its premium video content, in a way that doesn’t undermine its primary subscription revenue stream. As HBO’s VP of marketing Meredith Ketchum tells Video Business: “We’ve assembled an impressive group of comedy clips and a variety of fun ways for consumers to sample and enjoy these terrific HBO shows before committing to a purchase.”
The “fetish” theme groups the clips into specific kinds of funny situations, like “Hardcore Awkward Silences” and “Verbal Penetration.” The site is part of a multi-platform ad campaign that includes banners, social media features (like a “comedy fetish”-themed Facebook quiz), as well as “peep show”-style storefronts in Manhattan, that will showcase clips from various shows. The campaign also utilizes FunnyorDie.com, the Will Ferrell-backed video site that HBO took a small stake in last year; FunnyOrDie will debut a series of series of fetish-themed video clips featuring HBO personalities like Entourage’s Rex Lee over the next two months.
Posted In: Advertising, Entertainment, Movies, DVD, Media & Publishing, TV, Companies, Time Warner, hbo
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