Digital Kitchen, HBO, and Kilter Films have continued their uniquely innovative partnership to produce breakthrough work for Westworld Season 2 that consistently engages fans in unexpected ways.

To promote Westworld’s second season, we have collaborated on the ultimate immersive, in-world journey for everyone from casual fans to the most hardcore Westworld obsessives. Beginning with a code hidden inside a Super Bowl teaser trailer, the journey has unveiled mystery upon mystery, from extended narratives to Easter eggs to a 3D-interactive room, accessible to those who are willing to join the hunt.

We continue to focus on creative, multi-platform storytelling techniques that immerse fans in the narrative and repeatedly reward them for their engagement. Some of the highlights from the Season Two campaign include:

  • Consistent updates of the Westworld web site, which served as a portal into secrets, clues, and mysteries
  • Hidden websites that host coded messages, tease new storylines, and introduce new characters
  • An orchestrated roll-out of cross-platform digital ads with hidden puzzle pieces that fans must piece together to find story leaks and teasers

Digital Kitchen conceived and designed the original DiscoverWestworld website as the hub of Westworld’s Emmy-award winning first season campaign. For Season Two we continue to evolve the in-world ecosystem through the conception and design of the Delos Destinations site—where six new parks were revealed—as well as a corporate site for Delos, Westworld’s parent company. Both sites feature hidden intranets that can only be accessed by special codes, giving superfans a peek behind the in-world curtain and a continuous stream of intriguing Easter eggs.

In addition, we have developed and implemented an immersive retail experience at AT&T Flagship stores in Boston, Chicago, and San Francisco that takes store visitors on a journey from the Delos labs to Westworld itself. The experience consists of original props and costumes, original in-world video material, hidden codes, an interactive personality assessment with personalized key card, a recreation of the Mariposa saloon (complete with an interactive player piano created by DK), and a VR booth featuring a Westworld experience. The retail experience is designed to serve as an introduction to new viewers while providing a deeper level of engagement for Westworld superfans, expanding upon the existing campaign ecosystem as we continue to elevate the art of entertainment marketing.

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