paidContent - HBO Aims To Boost DVD Sales Through New 'Fetish' Microsite

This story was written by Tameka Kee.
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).

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: Weve 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.

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By Tameka Kee