Issue

To launch The Penguin, a highly anticipated HBO Original Limited Series, HBO needed to position it as a must-watch event while seamlessly tying it to the extended Matt Reeves Batman Universe. The challenge was to make a bold statement in a saturated entertainment market, capturing the attention of both die-hard Batman fans and new viewers. The campaign had to immerse audiences in the gritty, mob-driven world of Gotham City while leveraging New York City’s cultural influence to bring Gotham to life.

Insight

In Gotham, power lies not in what you know but in who you know. The Penguin’s rise to power is built on strategic alliances and deep-rooted connections—an ethos that resonates in the real-life dynamics of New York City. By mirroring this theme, HBO could create an immersive campaign that blurred the line between Gotham and NYC, turning the series’ launch into a cultural phenomenon.

Idea

HBO, in collaboration with MATTE, designed a phased takeover of New York City that transformed it into Gotham. The campaign strategically infiltrated the city, building connections with its most iconic personalities, businesses, and landmarks to emulate The Penguin’s rise to power. Branded “Gotham goods” and events were strategically placed across NYC, creating a narrative of power, influence, and intrigue. Fans were drawn into the world of The Penguin, uncovering clues and experiencing Gotham’s culture firsthand.

The immersive campaign featured partnerships with NYC staples such as Emilio Vitolo, Casa Magazines, New York Nico, Scarr’s Pizza, and San Gennaro. These collaborations turned the city into a living, breathing extension of Gotham, with activations and appearances that kept fans engaged and excited for what would come next.

Implementation

The campaign unfolded in phases, each designed to deepen audience immersion. Influential NYC figures and institutions played a critical role, serving as “allies” to The Penguin in his symbolic takeover of the city. Pop-up events, exclusive Gotham-themed goods, and high-profile collaborations planted Gotham’s presence in New York’s cultural landscape.

From street-level buzz to social media intrigue, the campaign encouraged fans to explore, engage, and uncover the gritty allure of Gotham. The storytelling extended beyond traditional advertising, creating an atmosphere that bridged the fictional and real worlds, reinforcing the connection to the Matt Reeves Batman Universe.

Impact

The Gotham takeover succeeded in making The Penguin a cultural moment in New York City. Over two weeks, the campaign generated massive fan engagement, driving audiences across the city to interact with events and activations. The collaboration with NYC’s iconic institutions created authenticity and amplified the series’ reach.

Ultimately, the campaign’s immersive and innovative approach translated into strong viewership for the premiere episode of The Penguin. HBO’s bold strategy not only positioned the series as a can’t-miss event but also cemented its place within the extended Batman Universe, ensuring The Penguin captured the attention it deserved.