To compliment its endless on-air promos, HBO has just launched a very sophisticated net of online sites to promote the June 11 kickoff of Entourage: Season 3. One of the most innovative things about it is the way they are reaching out to different online communities in different ways. They’re allowing the customers to choose how they want to interact.

Last season, HBO launched an “extras” site at www.lhiob.com. I love the insider flair of this - only fans of the show understand what the URL stands for or care to seek it out- but the actual content of the extras was very limited. This season they have not only added a massive web of links, trailers, message boards, episode guides, and assorted downloads to the HBO site, they have also built a very sophisticated MySpace page to appeal to that growing audience. The MySpace execution is an invitation for you and YOUR entourage to show the world how you roll. You can also become a friend and do all of the typical MySpace networking. Why should you check it out? This isn’t a me-too invitation for consumer generated media, but a very organic extension of the Entourage brand.

Only 3 ½ weeks to go until June 11..

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