| Title | WHAT'S YOUR DAEMON? |
| Brand | HBO ASIA |
| Product / Service | HIS DARK MATERIALS SEASON 1 |
| Category | E08. Community Building & Management |
| Entrant | THIS IS TOMMY Singapore, SINGAPORE |
| Idea Creation | THIS IS TOMMY Singapore, SINGAPORE |
| Media Placement | FALCON AGENCY Singapore, SINGAPORE |
| Production | THIS IS TOMMY Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Mollie Chambers | This is Tommy | Producer |
| Bernice Dela Cruz | This is Tommy | Social Creative |
| Lissy Evans | This is Tommy | Designer |
| Dan Jones | This is Tommy | Lead Creative |
| Kar Men Lee | This is Tommy | Designer |
| Laura Message | This is Tommy | Producer |
| Laura Potts | This is Tommy | Designer |
| Will Tunstall | This is Tommy | Creative Director |
| David West | This is Tommy | Art Director |
HBO Asia saw the launch of His Dark Materials, a fantasy title based on Philip Pullman’s award winning & beloved series, as a potential hit that could reach the level of fan love as Game of Thrones. They wanted to leverage the opportunity to grow their social following by attracting both new viewers and long-time fans of the books. Tommy was asked to conceive pre-launch, launch and post-launch social concepts that would unite existing fans of the book trilogy and reel in new audiences with the show’s mythical and emotional themes. Our main objective was to bring His Dark Materials to life in a way that excites and engages new and existing fans alike, and strengthen HBO Asia’s social and brand presence in APAC.
Our target audience was chiefly split into two segments - existing His Dark Materials fans and HBO Asia fans unfamiliar with the franchise. Unlike followers of His Dark Materials’ owned channels, @HBOAsia’s followers would likely have no context of the story and would require a more impactful introduction to Philip Pullman’s universe. At the same time, we wanted to give existing His Dark Materials fans a reason to follow and recognise @HBOAsia as the home for all things His Dark Materials in the region. With this in mind, we created the #WhatsYourDaemon Twitter activation as an engaging way for newcomers to His Dark Materials to dip their toes into the universe, while driving existing fans to champion their fandom. Twitter provided the ideal platform to evoke mystery and surprise around the title, while prompting both target audiences to mutually interact with @HBOAsia and spark conversation around in the show.
From project kick-off, we worked under a 3-week timeline to produce the initial CTA video and customisable #WhatsYourDaemon template, flesh out a creative playbook with guidelines and watch-outs for live responses, and compile an image library of animals categorised by types of emoji. During the activation’s launch, our assembled team of designers and copywriters spent 12 hours matching fan submissions to daemons and crafting responses on the fly. To generate extra reach and attention, we also tweeted call-outs to His Dark Materials talents such as Lin-Manuel Miranda, surprising them with their own daemons. By the end of the live activation, we created 135 unique pieces of content.
The #WhatsYourDaemon Twitter activation amassed over 2M in audiences reached, with the CTA video alone receiving more than 638K views and capturing 165 new followers. The entire campaign’s content earned over 72K engagements. Our marathon of tweets also earned the attention of His Dark Materials star Lin-Manuel Miranda, who responded to his surprise daemon, as well as participation from Singaporean media publishers SGAG and Geek Culture.