WESTWORLD: Social Media Presence

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  1. Leading up to the premiere of HBO’s new series Westworld, HBO launched a mass-awareness, multi-platform campaign designed to make Westworld the can’t-miss television event of the fall. To effectively reach the right audiences, a plan was executed to identify a unique “A” campaign to target mainstream (entertainment enthusiasts) and “B” campaign to reach core (genre/fan boy) audiences, while also finding opportunistic moments for synergy over the course of the campaign. An aggressive social campaign with tailored creative and messaging was integral in building buzz and interest in the new series.
  2. The Westworld social profiles played an integral role garnering excitement leading into premiere and fueled conversation in-season utilizing eye-catching graphic content, elevating the socially active talent profiles and engaging with fans and celebrities praising the series.
  3. Over the course of the season the Westworld Facebook page grew to over 700K fans by releasing behind-the-scenes interviews with the cast & crew, enigmatic graphic images of popular moments and cryptic in-story visuals driving fans to the show’s in-story microsite, discoverwestworld.com.
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  7. The page also gave fans an opportunity to engage one-on-one with our talent utilizing Facebook lives featuring the cast, crew and creators. The Facebook Lives in total garnered 1.3M total views and each reached over 4.5M fans.
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  11. @WestworldHBO on Twitter became the go to place for fans to get official news, content and a hub for fan art and various praise for the new series. The account grew to over 130K fans and reached die-hard genre fans and critics. The profile elevated spectacular fan art inspired by the series, engaged with celebrity fans and helped break key announcements.
  12. HBO also engaged platforms that the talent was already on, in this case, Dubsmash. Thanks to a Westworld specific soundboard, fans of the show and the talent themselves were able to create their own Westworld dubs leading up to the big finale. The soundboard had over 352K thanks to the help from talent and the @WestworldHBO showcasing all-star dubs.
  13. The investment paid off. By building the official show profiles, engaging our socially active talent and creating buzz worthy content the premiere of Westworld generated more Twitter buzz than any HBO series premiere on record, and Season 1 generated more buzz (530K+ mentions) than any HBO season one series. Westworld chatter peaked during the season finale which totaled 272.6 total interactions.
  14. Westworld became the most watched first season in HBO history, the second highest Hispanic viewership (after Game of Thrones), and the fourth highest African American viewership (following GoT, Ballers and The Night Of); collaborated with key partners, Sky Atlantic UK and HBO Canada, for their most successful new series debut ever.
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