Deep Focus Turns ‘Entourage’ Campaign into a Popularity Contest
But while nice, shiny prizes and companions can be enough to lure even the most casual, or simply curious visitor, Deep Focus’s other components give the “Entourage” promotion a truly interactive feel. One of these featured items is a microsite, InterviewwithAri.com, which puts you in the hot seat with the show’s uber-agent Ari Gold, played marvelously by Jeremy Piven. Akin to the Subservient Chicken, Deep Focus employs artificial intelligence to provide an opportunity for you to interview for a position with Gold by typing in questions/answers, and having him react with his usual scathing wit. “We had access to Jeremy Piven out in LA, and we worked with him and the writers and directors of the show to create this experience that puts you basically where the end of last season leaves off and before the next season begins,” says Schafer.
He continues, “It’s really funny, and it’s actually playing right into the plot of the show. He actually reveals some things, and we hid a lot of Easter eggs in there. People are starting to find them, and it’s really caught on.” Accordingly, Deep Focus will very soon be launching media buys with ad banners—developed with Klipmart—that include a talking Ari Gold, which will all serve as a teaser to draw visitors to the interview site.
On the third, and final prong, Deep Focus infiltrated the gaming world, specifically Microsoft’s Xbox, for a hi-tech brand awareness campaign. “We’re working with Xbox 360 and Xbox Live to deliver high-definition exclusive content directly to people’s consoles,” Schafer explains. “It’s one of the few, if any, times that exclusive content has been made available on the Xbox in HD, and it’s definitely the first time it’s ever been done with a television series. People are also going to be able to see their Xbox Live experiences with “Entourage” branding and wallpapers.”
Having utilized a trifecta of viable, hot marketing outlets, it’s safe to say that this could be Deep Focus’s most in-depth campaign for HBO yet. “This certainly has the most touch points,” Schafer says. “In the past, we’ve done some cool things with the Sopranos, but this one was probably the deepest campaign in terms of reach, in terms of opportunities for engagement. So [HBO is] tremendously psyched for the whole thing.”
Hug it out with Ari at: www.interviewwithari.com
Visit the boys at Myspace at: www.myspace.com/entourage
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