His Dark Materials S2 Influencer Campaign

Celebrating the return of His Dark Materials through creative collaboration and online conversation.


HBO partnered with Digital Media Management (DMM) on two influencer activations - a Twitter Watch Party and a unique Animal Crossing experience - to generate buzz around and drive tune-in to the Season 2 premiere of His Dark Materials.



For the Twitter Watch Party, the team identified three entertainment-loving mom influencers who were fans of His Dark Materials or similar programming to receive early access to the second season, enabling them to create engaging content to post on premiere night. In addition to their live tweets, the influencers posted promotional content to encourage their followers to watch the show and also participate.

In addition to the Twitter Watch Party, DMM leveraged its proprietary Creator Lab platform to source seven influencers with an affinity for His Dark Materials and the popular game Animal Crossing to participate in an unpaid fan experience. Leading up to the Season 2 premiere, participating influencers were instructed to log on to the game, where they were surprised by ‘Lyra’, the show’s main character, with playtime and fun gifts. Though they were not contractually required to post content, four influencers took to Twitter, YouTube and Twitch to share their excitement and footage from the experience and encourage tune-in to His Dark Materials.


Overall, seven influencers, with a combined social reach of 1.02M followers, posted 33 pieces of content across Twitter, Instagram Stories, YouTube and Twitch, resulting in 301K+ impressions, 11K+ engagements and a 3.7% engagement rate.