HBO has a long history of programming that is deeper, richer and more unexpected than any other network. It needed an integrated campaign that reflected its unique brand of storytelling, spoke to fans and nonfans alike and cemented its position as a leader in creative storytelling—while encouraging people to connect more deeply with the brand. Our solution was a multiplatform campaign themed 'It's more than you imagined.' Television commercials, Web films, expandable video banner ads, direct response pieces and a first-of-its-kind, four-sided outdoor film event delivered the 'It's more than you imagined' message on their own, and directed consumers to the campaign's interactive Web site experience. When the pieces of content were viewed in this second context, they were seen differently, presenting them as part of a larger narrative story. "In this way, the campaign elements became 'It's more than you imagined' once again. This campaign worked in innovative ways to deliver the message, and whether people watched a single spot, or uncovered the entire web of content, they realized that with HBO there's always 'more than you imagined.' "The multimedia push created much buzz and excitement. The fourteen foot Cube appeared in three major cities. Thousands of people turned out for all three Cube events. The events were well attended and drove hundreds of thousands of unique visitors to the campaign Web site; with 70 percent of users recommending it to friends. The campaign has been recognized by festivals and publications around the world, and, most importantly, subscriber and nonsubscriber impressions of HBO as 'innovator' rose over 30 percent, and the New York Times said that the 'It's more than you imagined' campaign set a new bar in interactive storytelling."