HBO's new post-apocalyptic series The Last of Us, based on the 2013 video game of the same name, drew 10 million viewers online and HBO Max in two days, making it the network's second-biggest premiere. in a decade. But the marketing strategy started before the show started on January 14. Two years to be exact.
It all started - literally - on The Last Day of Us, brought to life by video game developer Naughty Dog, helmed by Neil Druckman, who is also the series creator and showrunner. "We wanted to give fans something special that day, so we started releasing digital drops called 'Breadcrumb Content,'" HBO Vice President of Marketing Emily Giannusa said. Emily Giannusa said to set the stage for a reimagined world of vigilante superfans and rely on the network. The relationship with the game shows loyalty
We spoke to Giannusa about the show's piloting strategy, what she's learned about her fans' reaction to Game of Thrones' eight-season run, the importance of being curious and flexible in as a marketer today, and more.
Marketing Manager: How did our latest campaign come about?
Emily Giannusa, Vice President of Marketing at HBO: This is incredible intellectual property to work on. We are all video game fans. And Neil Druckman teaming up with Chernobyl creator Craig Mazin is a heavenly match. We know it promises authenticity to the fandom, but also has an overall, compelling feel to audiences around the world. It's an IP address where fans go to scrutinize everything we do, and we had to show loyalty to the video game.
We kicked off the campaign in 2021 with The Last of Us, a celebration created by video game creator Naughty Dog. We wanted to give fans something special that day, so we started releasing digital drops called "Breadcrumb Content." We started digital and built on that. We released the first teasers for "The Last Day of Us" 2022. In the campaign experiences, we wanted to give superfans and the general public immersive points to scratch their teeth and discover different things.
CM: What role did experience play in the campaign?
For example: The pilot events started at Comic-Con in Brazil, where we built the series' famous museum in Boston, where Joel and Ellie meet. Working with our team at HBO Latin America, we started with a lightly immersive time at the Warner Brothers Discovery booth. Our cast and crew did a panel, but in this experience we gave fans a moment with a replica of Ellie's flashlight to find Easter eggs in space and take pictures with the disease . It was a taste of what was to come.
From there, we worked with our special events team to activate it on the Los Angeles red carpet runway show. We had the opportunity to invite carpet superfans to watch the first episode, enjoy the swings and sit on the balcony. Along the way, we had these immersive moments in key markets that helped build the New York event.
CM: For your screening in New York, the lobby of the Angelica Film Center was transformed into a post-apocalyptic scene from the film. What were the strategic marketing goals there?
For example , another touch of New York stories. We could have built it in a warehouse, but we liked to flip an existing piece and tie it into the final world. We know superfans will be recruited as Firefly, give the trailer, locate the QZ site on the map, and interact with players. But for the uninitiated, we're excited to explore space, and it's sparked a lot of intrigue. There were also many easter eggs in the experience.
CM: What are the challenges of working with intellectual property?
For example : I worked on all seasons of Game of Thrones, mostly digital and social. The fandom taught me what I know today. The Golden Rule: Your audience should be at the center of everything you do and you should always be listening. If you listen and are flexible, real marketing and response will follow. We wanted to give fans a little something to show our loyalty to the source material.
We are very fortunate to have Neil Druckman, the current creator of the video game, as program director. Neil helps us protect social media and images for our teasers, trailers and pre-release content. Building trust in a fandom is very important. It's a fandom we participate in 365 days a year. It's not "set and forget". It's community building. It was important to show that we took good care of the source material and that it would go well with HBO.
CM: Do you have any advice for marketers looking to grow their business?
For example , following what fans are saying, staying on top of trends, and being flexible are essential for marketing success. After all, marketing is about people and stirs real, raw emotions. Be curious, learn all about marketing and ask questions. And always listen to your audience.
Stay tuned for full coverage of the New York event from our partner bar, Event Marketer.
