Hulu — The Looming Tower
Case Study: Driving Engagement for Hulu’s “The Looming Tower” through an Immersive Digital Experience
Summary
“Your government failed you.”
9/11 is not an easy subject to approach, but Hulu tackled it head-on with “The Looming Tower.” The limited series is based on a Pulitzer Prize-winning article that explores the rise of Osama bin Laden and Al-Qaeda, as seen through the eyes of FBI and CIA counter-terrorism teams leading up to the tragedy on 9/11.
Engage fans of political thrillers and investigative dramas with compelling, informative content about the events leading up to 9/11, in order to drive awareness and interest in the limited series “The Looming Tower.”
Strategy
Hulu aimed to not only promote “The Looming Tower” but also to offer its audience a new perspective on a complicated, deeply sensitive topic. Hulu saw a unique opportunity to leverage CNN’s historical knowledge and journalistic capabilities to create a new type of branded experience. The goal was to go “beneath the surface,” offering a nuanced view that could drive discovery of new facts and peak interest in the series.
Execution
- Interactive Digital Timeline
- Collaborating with CNN, the team integrated narrative footage from “The Looming Tower” with original documents and archival footage.
- Created a 20-year digital interactive timeline, featuring declassified CIA emails, FBI memos, Congressional investigations, and the 9/11 Commission report.
- This timeline was not just a collection of documents but an immersive, multimedia experience featuring primary source materials, illustrations, graphic animations, short-form videos, and still images.
- Multi-Platform Accessibility
- To ensure a broad reach, the interactive experience was optimized for a variety of devices and promoted via CNN’s native and social channels.
- Audience Targeting
- Employed precision targeting to reach enthusiasts of dramas, history, and thrillers, especially those on mobile devices.
Results
- Tens of thousands of views on the branded hub, with over half coming from mobile devices.
- Social engagement was three times higher than average, and the sentiment in the comments was 76% positive, with many indicating an intent to watch the series.
- The series earned critical acclaim, receiving four Emmy nominations.
Conclusion and Insights
The campaign was a powerful example of how investigative journalism can seamlessly integrate with branded content to provide a unique and compelling user experience. Hulu successfully enticed its audience with an approach that was both sensitive to the subject matter and highly relevant, ultimately contributing to the series receiving multiple Emmy nominations and critical acclaim.
Role
Creative Director, Courageous Studios
Mediums
Digital. Social. Paid. Organic. Website. Editorial. Research.
