Overview

HBO Max, home to groundbreaking series and documentaries, launched a TV series marketing promotion for the Pretty Little Liars Reboot which premiered in July 2022. The goal was to build up an audience of superfans, directly engage them in an authentic way, and ultimately convert them to drive tune-ins and viewership, boost subscribers for HBO Max, and encourage word-of-mouth marketing.

How HBO Used Community

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HBO Max used Community to directly engage audiences in an in-world way, sending blasts to fans from - A the mysterious murderer in the show with an exclusive next episode sneak peek. They also used Community’s segmentation feature to send exclusive relevant content to fans of specific favorite cast members and their declared interests like episode reminders, Twitter Watch parties, giveaways, Talent AMAs, and more! The team used response clustering to reply back to fans scalably and handle entire cast AMAs, and sent 18 exclusive videos from talent directly to fans who asked specific questions, making it feel hyper-personalized and real.

Success Metrics

The Pretty Little Liars marketing campaign on Community resulted in 10k+ superfans acquired with over 60% Gen Z highly engaged audience on their text marketing channel. The campaign achieved a 32%+ CTR and 99.8% retention rate. The super-served content and fan experience drove increased engagement, retention, and boosted overall viewership.

Key Features

The key features of the Pretty Little Liars marketing campaign on Community included direct engagement with fans in an in-world way, segmentation to send exclusive relevant content to fans of specific favorite cast members and their declared interests, and response clustering to reply back to fans scalably and handle entire cast AMAs. The team also sent 18 exclusive videos from talent directly to fans who asked specific questions, making it feel hyper-personalized and real.

Conclusion

HBO Max's Pretty Little Liars marketing campaign on Community successfully drove high engagement and boosted subscribers for HBO Max. By using direct engagement, segmentation, response clustering, and sending exclusive videos from talent, the team was able to directly engage superfans in an authentic way and ultimately convert them to drive tune-in and viewership, boosting subscribers and encouraging word-of-mouth marketing.

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