Case Study: HBO Max drives 9X engagement and higher viewing hours with Community

HBO Max's Gossip Girl Community Campaign Drives 9X Engagement compared to Social Media earning a Clio and a Shorty Award

HBO Max partnered with Community to promote the Gossip Girl reboot and build a stronger audience of superfans ahead of the show’s July 2021 premiere. The challenge was to engage viewers in an authentic, immersive way that would drive tune-ins, increase viewership, boost subscribers, and encourage word-of-mouth.

Using Community’s engagement platform, HBO Max sent timed blasts to fans when episodes aired, segmented content by favorite cast members, used response clustering to keep conversations going, and polled audiences for insights. The campaign delivered 9X higher engagement than social media, a 56% engagement rate, a 37% lift in subscribers, and a 61% lift in total viewing hours, helping HBO Max earn a Clio Award and a Shorty Award.

HBO Max