HBO Develops 'Entourage' Advergame

By Brian Morrissey

June 02, 2006 - AdWeek

NEW YORK HBO has begun promoting its hit series Entourage through an advergame that aims to give users a taste of being in the characters' shoes.

The "Paparazzi Chase" game, built to promote the show's new season that begins June 11, challenges players to avoid paparazzi photographers to get to a movie premiere in Los Angeles. HBO's promotional agency ePrize has tied the game into a contest, which requires users to submit personal information to enter, giving away a four-day trip to Los Angeles.

Josh Linkner, CEO of ePrize, said the sweepstakes aspect allows HBO to convert anonymous visitors into known audience members by collecting demographic information like age and gender. It also provides an entrée to begin a one-to-one dialogue by offering users the chance to sign up for Entourage newsletters.

"It's a way to connect with audience," Linkner said. "It's proven itself to be a highly effective technique.

"EPrize has built similar advergame campaigns for HBO series Rome and The Sopranos.