HBO - Westworld
The vacation of a lifetime
HBO came to us with a singular goal – make Westworld their next juggernaut series. To do so, how can we build a passionate core viewing base that grows over subsequent seasons?
For Season 1, we created an immersive and integrated campaign designed to deliver initial tune-in and season long engagement. At the core, we devised an in-world experience. An extension of the show. We created a multi-layered site for the Westworld theme park – as if it actually exists. Complete with a booking system, company intranet, and a few easter eggs along the way. The deeper fans went, the more they discovered. The more they discovered, the more they obsessed over finding more. The experience was also taken on the road with live activations created for Comic-Con and TechCrunch Disrupt. And the fan engagement was furthered by an array of custom social and digital assets strategically released throughout the season.
For Season 2, chaos took control. We created an in-world maze that married interactive media with show narrative. With the show’s robotic hosts rebelling, fans were taken on an engrossing journey built around a series of hidden, connected clues, spanning new websites, social, and immersive OOH activations.
By creating an experience that blurred the lines between the series’ storylines and reality, our work on Westworld enabled fans to become deeply involved, even obsessive, with the characters, story, and world of the show. Our work on the Season 1 campaign helped Westworld become the most successful series debut in HBO history. Our work on the Season 2 campaign built on that success garnering five times as much traffic and engagement. Both Season’s were awarded the Emmy for Outstanding Creative Achievement in Interactive Media.