Some say fake it until you make it, but for HBO the mantra might be fake it until you make it again. The premium cable channel, which has lost its marquee show, has turned to a fake online program to keep buzz alive, according to a Wall Street Journal report.

Without "The Sopranos" and "Sex and the City," HBO has turned to HBOVoyeur.com. While the site looks like a new HBO show about adventures that take place inside an apartment, it's really a marketing move designed by Omnicom Group's BBDO.

"[It will] reinforce our brand image of being the best place for storytelling," Courteney Monroe, senior vice president of consumer marketing at HBO, told The Wall Street Journal.

The digital brand push comes in the wake of an interactive shakeup at HBO that saw the cable channel shed three top new media executives.