HBO - Peacemaker Interactive Trailer

What do you do when you have 20 minutes of John Cena’s time in front of a green screen? Capture the man in action and build an in depth experiential website around him, of course!

And so was the challenge. When my partners at HBO MAX called saying they wanted to promote the launch of Peacemaker and had a small window of John’s time on set, my team and I got to thinking. What can we make to help increase HBO MAX upgrades, subscriber activations and over all engagement while eventizing the launch of Peacemaker? Why not create an Interactive Trailer…set in a trailer. 

“The Do’s and Don’ts of World peace” is a choose-your-own adventure digital sneek-peek into Peacemaker’s crib and Season 1. Users were directed to the site through email, social and digital marketing tactics. They were greeted by Peacemaker himself, revealing easter eggs that gave fans a preview of the first episode in the lead up to the launch. A total of 9 hotspots were loaded with videos and Peacemaker’s Spotify playlist, attracting 141,183 followers.

Fans spent an average of 3:51 seconds in the trailer clicking on a minimum of 4 hotspots to watch more content. The show’s premier broke records, becoming HBO MAX’s biggest single day performance ever. Peacemaker went on to become the most in-demand streaming series in the world.