36.6 C
Washington

Inside HBO’s Ice-Cold True Detective Marketing Stunts

Date:

Share:


True Detective: Night Country is giving viewers marketing that’ll make them stop cold.

Premiering almost 10 years to the day of Season 1’s debut, the fourth season of True Detective has revitalized the franchise thanks to increasing viewership and marketing stunts that continue to capture fans’ imagination.

Starring Jodie Foster and Kali Reis, the series follows a central mystery of missing scientists who are discovered frozen in a block of ice. And that core storyline inspired several elements behind the campaign for the show, as HBO partnered with New York-based agency Map360 for OOH stunts on both coasts, as well as creative agency Arsonal for the campaign creative.

“This season, in many ways, is closest to Season 1 in terms of the themes, the narrative tiebacks, there’s a lot of Easter eggs,” Alex Diamond, vp of global originals marketing for HBO and Max, told ADWEEK. “We knew right off the bat there was an opportunity to bring the show back into the zeitgeist, and that was definitely one of the top goals for us.”

As a “mirror” of Season 1, HBO decided on activations in Los Angeles and New York, promoting the show with interactive ice billboards, which then melted to expose messages around the new season of the series.

“We definitely wanted to make sure that our creative materials, our marketing, had this distinct Arctic aesthetic,” said Diamond. “We came up with doing these out-of-the-box, IRL, stunty billboards where you really felt like you were set in Alaska, almost as if you were stepping into the crime scene.”

The stunts drew high attendance and earned media, with 89,800 impressions at the LA billboard and 242,500 impressions in New York. For total media, LA’s hand-painted mural saw 768,260 impressions from Jan. 7 through Jan. 21, and the New York billboard space and window takeover earned 428,812 impressions, according to the company.

Additionally, the company debuted a 360-level marketing campaign that included high-impact paid media, such as TV spots in NFL playoff games, billboards, OOH frequency media, digital, social and print.

For Diamond, it was all about “crossing into the cultural zeitgeist” in the age of streaming TV as the series did in Season 1.

Subscribe to our magazine

━ more like this

Junk bonds are now in high demand as Wall Street bets on another Trump presidency

The credit world’s version of the “Trump trade” is beginning to take shape: Buy American high-yield bonds and steer clear of anything inflation-sensitive. Corporate...

The worst IT catastrophe ever hit less than 1% of all Microsoft Windows devices

A faulty software update from cybersecurity firm CrowdStrike Holdings Inc. affected 8.5 million devices globally that rely on the Microsoft Windows operating system. Microsoft...

Phishing attempts rise as scam artists try to exploit the CrowdStrike global tech outage

As the world continues to recover from massive business and travel disruptions caused by a faulty software update from cybersecurity firm CrowdStrike, malicious...

Gunman in Trump assassination attempt flew a drone over the rally site ahead of shooting, official says

The gunman in the attempted assassination of former President Donald Trump is believed to have flown a drone around the Pennsylvania rally site ahead of...

‘Black Swan’ investor warns the ‘greatest bubble in human history’ is about to pop and stocks could lose more than half their value

Mark Spitznagel, cofounder and chief investment officer of the hedge fund Universa Investments, has frequently sounded the alarm about bubbles popping and other...