Season 3 Twitter Premiere Party!
Insecure, the hit comedy series written by and starring Issa Rae, became a cultural phenomenon in Season 1 and only continued to gain momentum in Season 2, dominating Twitter on Sunday nights and assuming the spot of HBO’s second most social series of all time.
In an effort to fuel awareness and conversation for the Season 3 premiere, the HBO digital team went where its fans were – Twitter – partnering with the platform to host a one-of-its-kind premiere viewing party for the cast and select influencers to engage with fans and solidify it as the series’ most social premiere yet.
Hosted at Twitter’s L.A. HQ and complete with a DJ, GIF booth and glam squad, HBO Social kicked off the night with a shoutout and #AskInsecure Twitter Video Q&A featuring Issa Rae, with additional talent and @InsecureHBO live-tweeting with fans and sharing content throughout both east and west coast airings.
@TwitterTV helped promote throughout, and captured custom video content with talent to bank for upcoming episodes.
To help bring awareness to the live-tweeting and help extend the celebration to fans at home, the HBO digital team also hosted a special day-long activation on Twitter with industry-leading fan experiences platform Fooji on a ‘Turn Up, Tune In’ campaign, where fans could answer a variety of Insecure-themed prompts using #TurnUpTuneInEntry for a chance to have bottles of bubbly ‘dropped’ on their doorsteps in time for the premiere.
In the end, the Insecure Season 3 premiere generated nearly 200K tweets during the linear window alone and trended #1 worldwide throughout the night into early the next day. The Fooji activation also proved a huge success. Fans eagerly participated and posted pictures of their deliveries on Twitter, helping to drum up excitement and nearly 50M impressions throughout the day.