Pairing different types of out-of-home advertising—such as windowscapes and experiential activations—is a great way to expand reach and awareness. Alchemy and HBO used these popular methods to promote the latest season of their crime anthology series, True Detective: Night Country.

HBO True Detective Night Country OOH Windowscape Mural QR Code Experiential Activation Lafayette NoHo NYC Mulberry St between Bleecker St and E Houston St Street View

Mulberry St between Bleecker St & E Houston St | NoHo | NYC

Jodie Foster Returns to Detective Work

True Detective: Night Country follows Detectives Liz Danvers (Jodie Foster) and Evangeline Navarro (Kali Reis) as they investigate the disappearance of eight arctic researchers in Ennis, Alaska. Fans of the previous seasons, which starred big names like Woody Harrelson, Matthew McConaughey, Mahershala Ali, Colin Farrell, and Rachel McAdams, have been anxiously awaiting the follow-up, which was initially set to premiere last year. New viewers are drawn by the smart casting choice of Jodie Foster in a role not unlike her Oscar-winning performance in Silence of the Lambs.

HBO True Detective Night Country OOH Mural Experiential Activation Lafayette NoHo NYC Mulberry St between E Houston St and Bleecker St Closeup

Mulberry St between E Houston St & Bleecker St | NoHo | NYC

We helped HBO capture the eerie feel of season four with an ice sculpture, a vinyl print, and a windowscape mural on the bustling Lafayette Street in New York City. Enclosed in the ice sculpture were a winter coat, shoes, and gloves—situated so that when the ice melted, the articles of clothing were left behind, crime-scene style. 

OOH Ad Types Work Together to Expand Reach: Windowscapes and Experiential Activations

Out-of-home advertising, especially at the street level, is a great way to connect with consumers. Brands use bold creatives to catch eyes and add experiential activations for passersby to interact with. People will not only remember your ad—they’ll likely share pictures on social media, expanding your reach organically.

HBO True Detective Night Country OOH Mural Experiential Activation Lafayette NoHo NYC Mulberry St between E Houston St and Bleecker St Front View Crowd Interacting

Mulberry St between E Houston St & Bleecker St | NoHo | NYC

With True Detective: Night Country, the combination was so effective that Ad Age posted an article about it. Thanks to the popularity of this grisly and intriguing ad campaign, Alchemy and HBO made sure no one would miss the premiere of the long-awaited fourth season. 

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Alchemy Media creates custom out-of-home advertising campaigns that engage audiences, drive brand recognition, and generate buzz in target markets. Contact your local Alchemist and find out how our street-level advertising solutions can help elevate your brand’s presence.