From Adweek · Mark Mwachiro · · 1m 50s
How HBO turned Green Lanterns into a blockbuster
HBO's marketing team used color, celebrities, and cultural moments to turn a lesser-known DC Comics character into a streaming hit.
In brief
HBO's marketing team used color, celebrities, and cultural moments to turn a lesser-known DC Comics character into a streaming hit. Strategic marketing that targets core fans first, then broadens to mainstream audiences using visual identity and star power, can drive massive viewership growth. Originally reported by…
Green Lanterns breaks HBO records
The DC Comics series premiered in mid-August with 9.3 million global viewers in three days, landing in HBO Max's top five launches ever. The pilot has now grown to over 20 million viewers globally.
Marketing team targets comic fans first
HBO's Alex Diamond and his team focused initial marketing on DC Comics core audiences at San Diego Comic-Con and CCXP Mexico, with interactive activations letting fans test if they could be Green Lanterns.
Green becomes the creative anchor
HBO used the color green as their visual North Star across four major activations: a giant arc laser in New York and London skies, wrapped VW Beetles in Mexico City, and changing the HBO logo to green on the Los Angeles Tall Wall.
Stars bring in mainstream audiences
After hooking DC fans, HBO pivoted to mainstream drama audiences using Kyle Chandler and Aaron Pierre as draws. Chandler's popularity from Friday Night Lights made him an internet favorite, while Pierre's breakout role positions him for the DC Universe's future.
“Just like True Detective had Matthew McConaughey and Woody Harrelson, we have our own version of that with Kyle and Aaron.”
Episode 3 celebrates Black representation
HBO rallied behind Episode 3, which focuses on John Stewart, one of DC Comics' first Black superheroes. The team held screenings and panels at the Martha's Vineyard African-American Film Festival and upcoming CultureCon events.
“It felt both contemporary and of the moment, but it also felt like it really paid homage to the history of the Green Lantern.”
Marketing evolves with viewer data
HBO treats the eight-episode season as eight separate launches, using viewership data and social listening to identify gaps and opportunities. The team adjusts messaging weekly based on what audiences respond to.
“It's a living and breathing property, and we need to make sure that we're nurturing it along the way.”
Here's the gist
Strategic marketing that targets core fans first, then broadens to mainstream audiences using visual identity and star power, can drive massive viewership growth.
