Our team at DMM developed a social strategy that centered around the 10-episode season, the stellar cast, and the core theme found in PKD’s works: What does it mean to be human? We wanted to provide a social experience that would take fans on a voyage into the fantastical worlds explored in the show. On Instagram, we strategically rolled out a grid featuring episode-specific key art, updating it with new pieces every few days to allow fans to take a deeper dive into each episode. Upon closer inspection of each piece, users were delighted to find hidden content such as episodic trailers, cinemagraphs, and behind-the-scenes photos within the gallery posts of the grid.
On Twitter, we created threads to lead fans down a rabbit hole of discovery and discussion. Themed to each episode, we started the thread with a cinemagraph and added on behind-the-scenes videos and images. To connect with our audience and frame Electric Dreams in a modern day context, we hopped on related trends and shared news articles closely related to PKD’s stories. This allowed us to create a dialogue with fans and illustrate that PKD’s works about the future still hold relevance, even decades after they were written.
Throughout the campaign, we used key beats from fan-favorite episodes to inform our community management strategy. We started a conversation around their favorite moments, asked them questions, and welcomed them on a journey through PKD’s literary works of art. By tapping into current conversations and popular points within the show, we created a space online for fans to talk freely about the influence of PKD and how his stories continue to transcend space and time.