Case Study: HBO boosts social buzz for The Undoing with Digital Media Management

HBO drives 17M video views with Digital Media Management

The customer HBO partnered with Digital Media Management (DMM) to create a social media campaign for its limited series, The Undoing. The challenge was to build suspense and encourage fan discussion while highlighting the star-studded cast, all within a spoiler-free environment that would drive weekly viewership.

Digital Media Management implemented a solution that included talent-led videos, Instagram Lives, and interactive fan activations like a texting program and a Facebook group. DMM's strategy culminated in a live co-viewing event for the finale. This approach delivered significant results, including over 17 million video views and 3 million interactions, helping the series become the year's number one most social premium cable drama.

HBO