Westworld: The addictive digital fix
By Art Intel
HBO’s Westworld has created a major following among its viewers and using a variety of innovative methods, the show manages to keep the conversation going and fans coming back for more. Their digital marketing strategy has become a winning formula, enabling a closer connection with the audience on and off-screen.
Way back in the 1990’s, after watching the latest episode of a show, there were limited options for fans to get together and discuss it, other than using the telephone, reading fan magazines and articles or discussing the episode with a few other fans during the week.
Nowadays, fans can watch the latest episode of Westworld and discuss it online as it is unfolding. Once the episode is over, they can then ‘jack-in’ to a plethora of online social media groups and forums dedicated to the show to chat and share opinions and get a digital fix until the next episode.
However, maintaining viewer interest can be a tough challenge and is not easy to get right. It can be a costly exercise and is a full-time activity for a show as big as this one.
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The collaboration between HBO and Kilter Films has resulted in the creation of digital platforms that are rich in content–making them appealing to viewers and are updated almost daily with exclusive images, videos, podcasts, and other juicy tidbits to entice the audience into participation.
HBO’s commitment to hiring the best software developers to deliver the ambitious projects and an enriched user experience is what ensures user engagement.
Emily Guiannusa, Director of Digital and Social media at HBO has been working on the various viral marketing campaigns, projects in collaboration with Associate Producer Halle Philips at Kilter Productions, to bring the Westworld experience closer to the audience.
The digital marketing effort supporting the show breaks the mold and goes way beyond other shows in the industry by enhancing the show experience through a variety of methods. Viewers can see episodes at their leisure via an online digital streaming app, HBO Now and there is also an official website for the fans to enjoy.
Offshoot websites focus on various parts of the show such as Delos Incorporated and Discover Westworld.
A digital game app,
, for Android/IOS is also available and the show manages to keep the interest by providing constant updates to ensure fans don’t lose interest in their favorite show.
Regular episode updates and news are spread across social media platforms and arrive as notifications with novel hooks to catch the attention of the user.
HBO has also worked with cutting-edge technology such as Virtual Reality, Augmented Reality and Mixed Reality which will be a huge growth area once the hardware improves.
The series also maintains visibility online via social media platforms such as Instagram, Twitter, and Facebook.
These platforms provide a familiar place for fans and give them a unique chance to connect with the actors and show creators, adding further value to the brand and fan engagement resulting in a captivated audience.
Another reason why the series is so popular is a result of the dedication of hardcore fans, who are constantly pushing content, ideas, and discussion which is then picked up in regular fan feeds to help keep the momentum flowing such as our site, Beyond Westworld.
In recognition of these sites, HBO supports the effort by providing images and content from the show which is then disseminated through the hardcore fan network.
Contributors or super-fans can be found in the
, which boasts almost half a million subscribers, and there is a great deal of information to be found here, along with some of the best fan theories that come out of the discussions.
The show’s creators have also utilized the platform for live sessions using the ‘Ask Me Anything’ ground chat function. There are also podcasts, gifs, and even some fan art.
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With the right combination of technical and marketing expertise, regularly updated content, innovative ways to present and spread information across a wide range of digital platforms, HBO has managed to gain huge dividends by enticing more fans into the digital experience.
The result is that fans are kept entertained and excited about being part of the Westworld narrative and is why it has become one of the top-rated shows on TV.
Read more about HBO Westworld digital marketing here!
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Westworld airs every Sunday on HBO at 9 PM EST!