HBO: Westworld - The Maze
HBO wanted to maintain fan engagement and cultural relevance for Westworld during the long hiatus between seasons. 360i New York was tasked with creating an innovative experience for the show's tech-savvy "super-fans" that would bridge the gap between the screen and reality, leveraging new technology to deepen the show's mystery and drive earned media.
Creative Idea
Created a massive, voice-activated "choose-your-own-adventure" game using Alexa to let fans live the show.
HBO transformed the passive viewing experience into an active, high-stakes mystery by creating a massive, voice-activated "choose-your-own-adventure" game for Alexa, allowing fans to inhabit the show's world and navigate its complex loops using only their voice.
Navigating the 11,000 Line Labyrinth of Voice
32 Ways to Die in the Loop
To mirror the existential dread of the series, 360i and Xandra developed a massive branching narrative featuring 11,000 lines of script and 400 potential choices. The experience offered over two hours of unique gameplay structured around the show’s thematic pillars: Memory, Improvisation, and Self-Interest. In a nod to the show’s "loops," players could encounter 32 unique ways to die, which would often reset their progress and force them to question their own reality.
The Acoustic Signature of Delos
To ensure the experience felt like a seamless extension of the show, sound engineers utilized the series' original audio library of sound effects and music. This "acoustic signature" was bolstered by a cast of 36 professional voice actors, including series stars Jeffrey Wright (Bernard/Arnold) and Angela Sarafyan (Clementine). The production quality was so high that Carren O’Keefe of the One Show Jury noted the project treated sound with the same mastery HBO applies to its films.
Breaking the Utility Barrier
Before this campaign, voice assistants were largely viewed as tools for utility - checking weather or setting timers. This project changed the industry trajectory by becoming the first voice-activated skill to win a Cannes Grand Prix. Its impact was so significant it was highlighted in Amazon’s Q2 2018 Earnings Report. Beyond the industry accolades, the campaign achieved 500 million earned media impressions and an average session time of 14 minutes, proving that voice could sustain deep, high-fidelity storytelling. To drive press, the agency even hid Easter eggs in the script that triggered personalized responses when tech journalists mentioned their own names.
Creative Strategy Deconstructed
Company
HBO possessed a rich, complex narrative world and high-fidelity audio assets from its hit series.
Category
Entertainment brands usually rely on passive trailers and social clips to maintain interest between seasons.
Customer
Fans craved deeper immersion and a way to prove their mastery of the show's intricate, puzzle-like lore.
Culture
The rise of smart speakers turned living rooms into interactive stages for high-production, voice-led storytelling.
Company
HBO possessed a rich, complex narrative world and high-fidelity audio assets from its hit series.
Category
Entertainment brands usually rely on passive trailers and social clips to maintain interest between seasons.
Strategy:
Extend narrative immersion into the physical home through interactive, high-fidelity audio roleplay.
Customer
Fans craved deeper immersion and a way to prove their mastery of the show's intricate, puzzle-like lore.
Culture
The rise of smart speakers turned living rooms into interactive stages for high-production, voice-led storytelling.
Strategy:
Extend narrative immersion into the physical home through interactive, high-fidelity audio roleplay.
Results
The campaign achieved significant engagement and media attention. In the first week alone, over 10,000 fans played the game. The project generated over 500 million earned media impressions. This was bolstered by specific 'Easter eggs' hidden within the game specifically for journalists, which led to widespread coverage in outlets like Fast Company, Wired, CNET, Creativity, Recode, MediaPost, and Lifehacker. The game was praised as one of the most ambitious ever made for Amazon Alexa, effectively bridging the gap between new technology and traditional storytelling.
500M
earned media impressions
10,000+
players in the first week
11,000
lines of script
Strategy Technique
Create a Parallel World
By building a fictional audio universe, HBO allowed fans to step inside the story. This extended the brand experience beyond the screen, making the show's complex reality tangible and interactive.
Explore Technique
Creative Technique
Gamification
It turned the show's narrative into a playable experience with 60 paths and 32 ways to die. This interactive format mirrored the show's "loop" concept, rewarding deep fan knowledge through immersive gameplay.
Explore Technique
Craft Breakdown
The campaign excels through its massive scale of narrative branching and the high-fidelity integration of original show talent into a new medium.
The creation of 11,000 lines of script and 60 branching paths represents a monumental feat of interactive storytelling.
Pushing the limits of voice-activated AI to create a complex, multi-hour gaming experience on a consumer device.
Utilizing the original series cast ensures the voice experience feels authentic and premium.
The strategic use of hidden Easter eggs for journalists successfully drove massive earned media coverage.
The synergy between the complex narrative architecture and the voice-recognition technology creates a seamless 'sentient' experience for the user.
