Home Brew partnered with HBO Max to deliver a premium and fan-servicing social media campaign to promote the 3rd season of DC’s Titans. With the show moving from the DC Universe streaming service to its new home on HBO Max, this campaign aimed to deliver an elevated yet insider experience to existing fans while also attracting new fans. The campaign was designed to emphasize the increased production value of the show and build a deep connection with the fanbase through community management. Home Brew focused on fan-service content and building relationships with the community to achieve the campaign goal of making Titans one of HBO Max’s most-watched and most talked-about series of 2021.
Titans tells the story of Dick Grayson, formerly Robin raised by Batman, and how he and other uniquely powered and passionate individuals come together to form a superhero team named the Titans. Titans Season 3 was a unique campaign due to a number of factors that heavily influenced the strategy. It was the first DC Universe show to have its season debut on HBO Max, it included a large ensemble cast and it had a passionate international fanbase while initially only being available to US subscribers. Being in-the-know and understanding the fanbase was the most important part of this campaign.
The campaign began with pre-season hype and educating new fans on the previous seasons’ storylines through a series of Fan Voted Watch parties where we watched the 6 favorite episodes from Seasons 1 and 2 voted on by the fans. We kicked off with the trailer launch and used a never-before-seen still of the new season to tease fans the day prior to the full trailer release. Next, the campaign highlighted each of the 10 main characters with their own “Character Arc” video.
We premiered the season by releasing a brand new piece of key art at midnight pacific coast time when the first 3 episodes debuted on HBO Max and celebrated the premiere later that day with a Twitter Watch Party featuring the cast.
Weekly we polled fans on their favorite moments from the previous episodes and released teaser footage for the upcoming episodes.
We built relationships with talent to help us execute high value takeovers of the Titans Instagram channels which resulted in thousands of viewers and added value to the channel. We also executed a massive Twitter Watch Party for the finale as well which resulted in thousands of tweets from cast, crew and fans and trended on Twitter.
At New York and San Diego Comic Con, we executed surprise and delight activations with fans. Without an official Titans presence, we coordinated with HBO Max to provide social coverage of each of the Cons, highlighting cosplayers and fans while surprising them with classic comic issues of their favorite DC characters.
By focusing on unique, fan-servicing content and one-on-one interactions, we evangelized our core fans to spread the word of our DC projects to their networks.
By building a deep connection with the fanbase through community management and talent involvement, the Titans social accounts saw an impressive 32% page growth, acquiring 236k new fans. The accounts saw 10.7M total engagements and 338M total impressions over the course of the campaign. Our action and character-driven social pieces raised the hype level and pushed the storytelling forward for both core and casual fans, helping us accomplish our goal of building strong relationships with the community and growing the audience. As a result of our campaign, Titans became one of HBO Max’s most-watched and most talked-about series of 2021.
