Dialling up the fear factor with HBO Max for IT: Welcome to Derry.
The objective.
HBO Max were looking to get people excited about their new series, IT: Welcome to Derry, in conjunction with their Split Scream event, aligned perfectly with the spooky season.
How we rose to the challenge.
The solution was a Val Morgan Group approach, incorporating Cinema, Outdoor and Digital to provide a fully immersive experience for audiences.
Cinema pre-show.
Rolling out a ‘horror passport’, showcasing the trailer for IT: Welcome to Derry during the pre-show for the biggest thriller and horror films of the season.
Digital amplification.
Bespoke articles and quizzes across Buzzfeed and LADbible websites and socials to detail the new series as well as promote competitions to win tickets to the Split Scream event.
Programmatic Outdoor.
Utilising our programmatic outdoor solution, social journeys, to extend Buzzfeed and LADbible’s content across our retail network screens. A URL to IRL experience for audiences.
“This campaign is a perfect example of what can be achieved when you combine an exciting title like the HBO Max original 'IT: Welcome to Derry', with a highly engaging PR-able event (with Special Group as the lead agency), the intelligent media buying strategy from EssenceMediaCom and a diverse media ecosystem like the Val Morgan Group.
During the planning phase of the campaign, Special Group presented their idea to the clients and ourselves for the Split Scream event, and we at EssenceMediaCom immediately thought this would be a perfect opportunity to partner with Val Morgan Group to help elevate and amplify the idea. The Val Morgan Group team were incredibly helpful and worked closely with both ourselves, the HBO Max team and Special Group to develop an immersive media approach that made the best of all formats that Val Morgan Group offers.
Huge thank you to everyone at the HBO Max team for the opportunity to work on this campaign, and to Special Group and Val Morgan Group for all the hard work to bring this together”.
Kobi Wheeler, Implementation and Activation Director at EssenceMediaCom.
