HBO, The Penguin

HBO partnered with MATTE to develop a comprehensive launch campaign for Max’s newest HBO Original Limited Series, The Penguin. The task at hand: catapulting The Penguin where it all takes place, Gotham AKA NYC and position the series as a can’t miss event whilst reinforcing the link to the extended Matt Reeves Batman Universe.

A phased approach drew fans deeper into our world and kept them looking out for the next event. Gotham goods made moves throughout New York City, planting seeds and building strategic alliances with the city’s most notorious people, places, and institutions for an unprecedented takeover.

The collaborative efforts from HBO, MATTE, our carefully selected partners, including Emilio Vitolo, Casa Magazines, New York Nico, Scarr’s Pizza & San Gennaro turned Gotham into NYC for two weeks, driving fans all over the city to engage with the campaign, and ultimately drove viewership of HBO’s premiere episode of The Penguin.