Each season Westworld pushes its fans to ask questions about free will, and Season 3 was no exception. With the latest installment revealing the setting of the series as the year 2058, HBO looked to create new world-building opportunities that would remind viewers what they were seeing on their screens was not just science fiction, but a possible version of their future.

The Westworld fan base is filled with deep divers, tech lovers, and superfans, and the campaign aimed to deliver to these viewers with meaningful pay-offs by use of new and pre-existing websites, premium social storytelling, and memorable activations.

The campaign focused on Season 3’s Incite, a company whose use of data slowly spirals from the awe-inspiring to the chill-inducing, and RICO, the internet-based criminal network introduced as an illustration of some of the consequences of the “improved” world.

InciteInc.com launched as a real-life tech startup at Wired 25 2019 and then announced a Consumer Electronics Show (CES) Keynote address, which Westworld’s social accounts covered to demonstrate Incite’s algorithmic capabilities.

With Incite’s Privacy Act of 2039 update fans discovered four unique versions of the series trailer -- viewer’s experiences varied based Incite’s “data.”

At premiere, InciteInc.com updated with a sleek aesthetic, fluid data visualization, and new tech demos. An IBM Watson Twitter experience offered fans future personality archetypes, and Delos sites updated with new parks, a 3D interactive robotics page, and coded message from chatbot Aeden. In-season, fans received Incite newsletters sent in tandem with pivotal episodes.

The finale brought the on-screen anarchy to the digital space. Rico hacked Westworld’s Twitter profile, and fans on Instagram immersed themselves with a custom Rico-themed AR filter. Incite.com destroyed itself, revealing a downloadable soundwave containing a coded message from Dolores.