Westworld: The Maze

Objective

HBO sought to extend fan engagement around the second season of Westworld by creating an immersive interactive experience that deepened viewers' connection to the show's narrative and themes. The campaign aimed to keep fans talking about and engaging with the Westworld universe during periods when the show wasn't actively airing, leveraging a voice-based platform to reach viewers in a new, accessible format.

Solution

Westworld: The Maze was an Alexa voice skill that placed players in a choose-your-own-adventure narrative where they navigated the Westworld universe as an unnamed host seeking consciousness. The experience featured three story levels with over 60 branching storylines and 400 unique interactive choices, offering up to two hours of gameplay with 400 possible outcomes. The production involved 36 voice actors and 11,000 lines of dialogue, with collaboration from Westworld's original producers and sound design teams. The game was available on Amazon Alexa-enabled devices and featured cameo appearances from the show's cast.

Results

The skill earned 46 industry awards including a Grand Prix at Cannes Lions, as well as recognition from One Show, Clio Entertainment, London International Awards, and the Shorty Awards.