Our objective was to reignite the conversation around the True Detective IP; mobilizing a stagnant fanbase in an effort to invite new fans into the fold.
Partnering with HBO Originals Marketing, we created social assets and executed a community management strategy to build anticipation for a new installment in the beloved franchise. The goal was to drive home that although this is an anthology series, there are similar themes explored in each season. Content highlighted thematic parallels and played into the crime solving nature that True Detective fans love. We continued to build intrigue with off platform engagement by leaving eerie comments on fan posts. Given the last two seasons weren’t well received by fans, we showcased Night Country’s attributes. We leveraged the icy setting, cast chemistry, and indigenous cultural spotlight to establish the new feel for the season.
True Detective: Night Country exceeded expectations, averaging 12.7 million viewers cross platform, more than any of the prior three seasons of the series. The finale finished off with season high viewership, 57% higher than the premiere, illustrating that our always on social approach didn’t just maintain viewership, it expanded it.
