The 14th Annual Shorty Award winners are here! View the full list.

THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 7th Annual Shorty Awards

True Detective

Entered in Facebook

About this entry

With a new HBO original series premiering, HBO had the challenge of developing a multi-platform campaign to create awareness, generate a must-see level of buzz/conversation, establish the show's brand for a mass audience and drive tune-in to the premiere.

In September, over 4 months before the series premiere, True Detective launched a Facebook page in tandem with an immersive site, www.darknessbecomesyou.com, to mysteriously unveil in-story content and become an online companion to the edgy new series. In-season the Facebook page drove traffic to DarknessBecomesYou.com, which tallied over 929,000 visits and over 730,000 unique visitors with 60% of site usage on mobile and tablet devices. The full "Darkness Becomes You" campaign, garnered over 1.8 million visitors. With an in-season average time spent on site at nearly 6 minutes, users were fully immersed in the world of True Detective.

The Facebook page itself engaged fans with a moody voice, reflecting the overall tone of the show. Following each episode, the show's page highlighted climactic moments with an iconic episodic photo paired with a clip for fans to relive the "OMG Moment." The page also pointed to new evidence weekly driving to DarknessBecomesYou.com for a deeper look helping grow the page to over 728K fans following the finale.

The freshman series generated more buzz than any other HBO Season 1 series. The show cultivated a highly engaged fan base of celebrities and critics who regularly posted their praise helping True Detective buzz grow steadily from Episode 2 and peak in the finale.

Entrant Company / Organization Name

HBO

Link

Entry Credits