Project Details
- Campaign : Unraveling Homeland - Custom Interactive Hub
- Partner: Entertainment Weekly
- Link : Unraveling Homeland
- Network : Network : SHOWTIME®
UNRAVELING HOMELAND
STRATEGY & EXECUTION
Heading into the final season of Homeland, after a two year hiatus, SHOWTIME®, aimed to celebrate the network-defining series by reminding fans of all of the twists and turns from the past seven seasons. We partnered with top pop-culture brand, Entertainment Weekly, to reach a relevant mass audience. In collaboration with EW, we created an immersive, bespoke hub, inspired by the main character, Carrie Mathison, and her conspiracy wall often seen on the show.
The “Unraveling Homeland” campaign included intel and clues on each of the past season’s storylines and key characters as well as 14 custom videos with expert commentary from EW editors, giving their insights on the series’ top moments.
The interactive content experience served as a recap for fans heading into the final season, encouraging catch-up for any lapsed subscribers.
RESULTS
And fans flocked to the custom digital site, as it garnered a 27% engagement rate, 101% over the publisher’s Benchmark, while the videos delivered a 32% VCR rate, 28% over benchmark.