The campaign goal was to fortify HBO against increasing competition by getting super-fans to connect with the brand with the same passion they show for programming. It wouldn’t be enough to tell super-fans that we are the leaders at cutting-edge, innovative storytelling – we needed to show them.HBO Voyeur took the act of watching, already an integral part of the HBO experience, and intensified it. The viewers became essential players within the story – their gaze the very essence of the concept for HBO Voyeur: sometimes the best stories are the ones we were not meant to see.

HBO Voyeur began with an event: a life-size projection on the wall of a Manhattan apartment building, creating the illusion that the wall had been cut away, allowing viewers to experience the stories inside.

Street teams canvassed NYC armed with PSPs and video iPods, giving people a sneak peek at the program. Go-cards and Playbills were also distributed throughout the city.Advertising on HBO, in cinema and online led viewers to the film’s related stories on HBOvoyeur.com. An HBO On Demand film, The Watcher, and ancillary sites like thestorygetsdeeper.com were available for those who chose to explore even further.

HBO Voyeur strengthened super-fans’ perception of the HBO brand:74% said Voyeur set the HBO brand apart.

72% claimed it made them think HBO is better than other networks.

60% said it made them more interested in the HBO brand.

The campaign led to improved feelings towards programming, even though Voyeur was not linked to any specific shows. (Hall and Partners)Additionally: 3,200+ people visited the Manhattan event.Over 1 million users visited HBOvoyeur.com within the first 3 weeks. (Google Analytics)The campaign was mentioned in 500+ blogs, prompting conversations and debate. (Nielsen BuzzMetrics)