The Penguin marketing campaign sought to achieve two main objectives. Bring in the core audience, including theatrical viewers of the hit release of The Batman (2022), and also bring in new viewers, ultimately, to make The Penguin, Matt Reeve’s next chapter in The Batman saga, the show on everyone’s screens — resulting as the most watched HBO original debut series just behind House of the Dragon and The Last of Us.
Our social media channels served as hubs for exclusive content. In the lead-up to premiere, we teased daily social reminders that Gotham was in ruins and up for grabs to bridge the gap between the events of The Batman and the beginning of this series. This “5 Days in Gotham” social stunt garnered millions in Impressions and sent fans into a frenzy as they eagerly dissected hidden clues, character theories, and how the show’s focus on Oz’s rise to power would change eveyrthing. Transformation videos showcasing Colin Farrell’s intricate prosthetics became a fan favorite and generated millions of views, while videos containing Easter eggs invited audiences to unravel hidden details within each episode.
Fans across the country also signed up for the chance to win swag through a weekly Instagram Fooji giveaway in-season. As the battle to become Gotham’s newest Kingpin continued weekly, the campaign swung into its sustain phase, focusing on deepening fan engagement and maintaining momentum. A companion podcast and reactive content became a cornerstone of this strategy—such as releasing the Sofia refresh art mid-season across social following the incredible response to her character’s storyline. Watch parties with fan accounts like @DiscussingFilm and @DCFilmNews were also pivotal, kicking off with the premiere, and continuing until the finale with different partners sharing episode exclusives. These watch parties drove a 125% weekly follower increase on X and record-high engagement. Max also teamed up with Twitch influencers KASTACLYSM and willneff, leveraging their Batman fandom to boost awareness, favorability, and intent. Not to mention The Penguin exploded into the cultural zeitgeist, appearing in inspired fan art, memes, and talent/celebrity social feeds as it dominated online conversations.
