HBO wanted to drive long lead awareness and anticipation for the series premiere of True Detective in January 2014.
HBO created an evocative and immersive website that mysteriously unveiled narrative content to introduce the new series. As part of an integrated campaign, HBO and its agency PHD partnered with StumbleUpon to seed the True Detective microsite to entertainment enthusiasts and mystery, drama, and horror fans in order to spark intrigue and excitement months before the series premiered. Bizarre/Oddities, the second most popular interest topic on StumbleUpon, was a perfect fit for the campaign’s creative. Targeting this group of enthusiasts allowed HBO to branch out beyond typical entertainment verticals e.g. Television & Movies.
The campaign generated significant traffic before the season premiere, but the website continued to garner additional traffic months after the campaign ended. This continuation of traffic maintained interest in the show post-premiere and resulted in 33% of visits being driven for free; reducing the overall effective cost per visit. Average time spent on site, 45 seconds, exceeded benchmarks by 1.5X. StumbleUpon helped spark initial conversations for the True Detective release with over 4,500 social shares.
“StumbleUpon provided HBO with an opportunity to reach a highly qualified audience of digital explorers with varied interests and to introduce them to the dark, complex world of True Detective.” – Agency of Record