The Penguin’s “Iceberg Lounge”

Client: HBO Max

Ahead of The Penguin’s premiere, HBO set out to introduce the show to an eagerly-awaiting public. To break through, we set our sights on the most important fan event of the year, San Diego Comic-Con. We flipped the script on what an experience could be, by signaling a full Gotham takeover, creating a groundswell of fandom and FOMO ahead of the premiere.

Just as The Penguin does in the series, we owned nightlife and brought the iconic Iceberg Lounge to life for two nights only in San Diego. The experience offered attendees a first look at the show and access to the best of Gotham’s underworld courtesy of the Penguin himself. We offered superfans a night in Gotham’s most iconic club while giving a wider audience the opportunity to attend the hottest party. All tickets were free and each part of the experience was optimized to offer the Comic-Con audience what they most value: discoverable immersion, ultra-premium takeaways and incredible photo moments, all wrapped up in a damn good party. The experience garnered 22MM+ impressions, 168+ articles and topped the “Best Parties at SDCC” lists featured in The Wrap and Adweek. SDCC Unofficial Blog exclaimed that we “hit the mark at every turn” and “gave [them] chills.” The experience allowed fans to feel the world of The Penguin, and created genuine fervor for the premiere, making it one of the top three highest-performing HBO shows on the current slate.