HBO Unveils ‘Multiplatform Storytelling Experience’

NEW YORK: HBO has launched HBO Imagine, which it is billing as a "multiplatform storytelling experience," featuring an online destination that includes video content, audio and more, as well as a multi-city outdoor installation.

Announcing the initiative, the premium cable network said that HBO Imagine is an extension of its aim to deliver "entertainment experiences that change perspectives, defy expectations and challenge the status quo. The multiplatform storytelling experience sets out to prove that there are many sides to every story and a change in perspective changes everything."

HBOimagine.com offers 41 pieces of content, including short- and long-form video, audio files, news stories, letters and images that are connected to each other. There is also an outdoor installation, The Cube, which HBO calls a "storytelling device" that offers four different perspectives on the same scene simultaneously, telling the same story from four  points of view. As viewers move around the cube, they watch the story unfold from different perspectives. The HBO Cube features two films, each 2 minutes long. It premiered last week in New York before heading to Philadelphia October 1 to 3 and Washington D.C. from October 8 to 10. HBO Imagine will also stretch across on-air interstitials, HBO.com, HBO’s YouTube channel, its on-demand and broadband platforms and its Facebook and Twitter pages. The campaign was developed in partnership with advertising agency BBDO New York and interactive agency, The Barbarian Group.