How HBO Built a Real-Life Activation as Immersive as the Universe Within Westworld

Kilter Films collaborates with the network to promote Season 2

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Last week, ahead of the Season 2 premiere of Westworld, creators Lisa Joy and Jonathan Nolan participated in an Ask Me Anything chat on Reddit, where they set forth a curious proposition: If fans agreed, they would release a video spoiling all of the twists and turns of the upcoming season. Hours later, a video was released but, as some expected, it was an elaborate prank, a Rickroll tailor-made for spoiler-obsessed Reddit fans that featured Evan Rachel Wood, who plays Dolores on the HBO show, singing Rick Astley’s “Never Gonna Give You Up.”

“As someone who spends time on Reddit regularly, I saw this as a way to have fun with a community that I love,” Nolan explained.




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This story first appeared in the April 16, 2018, issue of Adweek magazine. Click here to subscribe.