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

Kilter Films collaborates with the network to promote Season 2

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.”

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