Client

HBO

Production Company

The Mill

Capabilities

Strategy / Creative Development / Experiential / Emerging Technology / Events / Influencer Marketing

Brief

The Mill’s Campfire team worked with HBO to identify relevant fan communities, develop positioning and communication pillars, and design and execute tentpole experiences and tactics to launch its new hit series, Watchmen.

Approach

We took a multi-tier approach to this project, developing three core activations over the course of several months to build anticipation for the launch of Watchmen on HBO in October of 2019.

Impact

The Influencer Marketing campaign yielded a reach of over 4M impressions across YouTube, Twitter and Instagram. Watchmen had the best series debut on HBO’s digital platforms since 2016. Watchmen’s linear telecast was premium cable’s most-watched new series debut in 2019.

After a robust strategic phase to develop the positioning and identify audiences, we conceptualized and executed activations and influencer marketing to generate buzz and awareness for Watchmen.

San Diego Comic-Con


We invited Watchmen fans at San Diego Comic-Con to visit a series of Dr. Manhattan booth activations featuring a unique augmented reality experience developed by The Mill’s Experience Team.

Users stepped into the booth, which calibrated their height and position, before initiating a two-minute experience; first giving a contextual overview of Dr. Manhattan, before transforming the user into the character himself through AR. Once the transformation was complete, fans received their personalized AR transformation via email to share online.

Not only did fans have an interactive, in-world experience, they also received custom Watchmen enamel pins, made exclusively for SDCC.

New York Comic-Con

The Watchmen launch experience continued at New York Comic-Con, with an exclusive, invite-only event at Manhattan’s Classic Car Club.

The venue was filled with nods to the alternate universe and clues as to what fans might be able to expect from HBO’s remix, drawing attendees into this new vision of Watchmen.

Guests sipped on signature cocktails named after the show’s lead characters, including a Dr Manhattan, Sister Nightcap and Looking Glass.

Before leaving, attendees were each gifted a limited edition Watchmen Swatch Watch, with a band emblazoned with the words ‘TICK TOCK’.

Influencer Marketing

The live Comic-Con events were accompanied by an influencer marketing campaign, involving bespoke Watchmen collections delivered to influential super fans and celebrities across the US.