HBO is going for the personal touch as a point of differentiation from other streaming providers after launching its ‘recommended by humans’ service in the US– a sly dig at Netflix’s soulless algorithms.
Ditching the science in favor of a more emotive approach the broadcaster has launched a new marketing website stuffed to the gunnels with paid testimonials from fans of around 50 shows, movies and documentaries.
In all, some 36 video testimonials have been created for shows such as Game of Thrones, The Wire and Curb Your Enthusiasm; each displayed as a tiled browsable backdrop with a free preview of any content which subsequently takes your fancy also available – including the premiere episode or film itself in full.
Each superfan was selected following a casting call to viewers with a brief to go on camera to recommend their chosen show in their own words.
The personable campaign was developed in tandem with Engine and Resn.
AT&T owned WarnerMedia is to launch its HBO Max streaming service in the spring of 2020.