With the first of The Sopranos last nine episodes is slated to air on HBO in two weeks, the cable network plans to squeeze as much life out the mob drama as possible. On the digital front, HBO is collaborating with a variety of cable networks on interactive initiatives as part of part of a promotional campaign designed to make sure everyone knows this is it, Multichannel News reports.
Comcast is taking advantage of the VOD effort by supplying 100 hours of free enhanced fare per month.
Leading up to the April 8 season opener, viewers can check out Soprano’s co-branded microsites, featuring gaming, video content, 20 short-form content pieces that offer weekly episodic previews, behind-the-scenes segments and cast interviews.
Not to be out-done by Comcast’s VOD offerings, Charter.net will showcase short-form video during the promotional window for both The Sopranos and HBO’s Hollywood buddy series Entourage, which is leading out of the mob series.
As part of HBO’s role as Cox Communications “Net of the Month” partner throughout March and April, there are Sopranos video and offer pages on both Cox.com and Cox.net. Rounding out the promotions is corporate sibling Time Warner Cable is sponsoring a broadband trivia sweepstake, while its RoadRunner broadband service will deliver a short-form video content.
HBO began previewing some of the digital content to its affiliates six months ago, wanting to give them a measure of control over the promotion. The idea was that affiliates would be more enthusiastic about submitting their own ideas for what would appeal to their respective audiences rather than enforce a one-size fits all campaign.
So while HBO tries to turn its other original programming into the next Sopranos, this current digital promotion is likely to influence the direction of efforts for its other programs.