Case Study
True Detective: Night Country | HBO
The first season of True Detective launched in 2014 as a critical and cultural hit for HBO, but subsequent seasons failed to resonate in the same way with audiences. HBO engaged the Trailer Park Group strategy team to return True Detective to the forefront of culture and reclaim it’s crown as a must-watch mystery.

We prepared a communications framework that laid the groundwork to remind fans why they first fell in love with True Detective, while emphasizing the unique icy mysteries of this season’s setting: Ennis, Alaska to re-engage lapsed franchise fans. Our framework included a plan to build intrigue as the series aired, growing word of mouth week over week in the build-up to a thrilling finale.
The results spoke for themselves: True Detective: Night Country was had the highest ratings of the series, surpassing the viral first season in total viewership.
