How HBO took world-building literally
To bring the second season of Westworld to life, HBO decided to, err, actually bring Westworld to life.
Context
HBO were tasked with launching the second season of the hit-show 'Westworld'. But it had been two years since the first season had come out.
Objectives
- Get the show's fanbase to tune into Westworld S2's opening episode
- Create a global conversation around Westworld
- Remind fans about Westworld's 'immersive world-building' (a key driver of the show's success)
Strategy
HBO realised that Westworld's greatest strength was the fictional 'world' that the show's writers had built. The concept of a totally immersive experience powered by future technologies where the rich would escape to live out their darkest fantasies had hooked the show's original fans. In order to hype them up for Season 2, HBO decided to rebuild that world... in real life.
They created a town on a 2-acre plot outside Austin, TX for the annual SXSW festival. Fans, press and influencers were invited along to experience Westworld. More than 50 actors delivered a 400 page script as they interacted with each other and their guests. The guests were encouraged to document their time in Westworld leading to a barrage of UGC and press coverage.
Outcome
'SXSWestworld' was the most talked about event as SXSW. It garnered 1.9 billion impressions from press coverage and led to a successful launch of Season 2.