Hackerville launches in Romania
For the launch of the HBO series Hackerville, livewall built a disruptive Spotify homepage takeover. The brand activation made the interface look as though hackers had taken it over. It ran as a branded campaign made from series footage.
What the takeover did
A homepage takeover starts as an ad banner on the Spotify home screen and unfolds until it covers the whole screen. It reached every Spotify user in Romania, timed to the launch of the series.
Instead of a trailer, the takeover made the interface itself look hacked. Glitch effects and footage from the series behaved as though somebody else had control of the app.
Why Romania
Hackerville opens with a hack on a large German bank that is traced to Romania. Cybercrime expert Lisa Metz is sent from Frankfurt to Timisoara to work with local detectives. The series follows a network of hackers and the team tracing them.
Romania is where the story is set and where the series launched, so that is where the takeover ran. One market, one screen, everybody who opened the app.
Made out of the series itself
Everything on screen came from the show. There was no separate campaign look and no explaining voice-over, only footage and glitch effects.
That kept the takeover reading as part of Hackerville rather than an ad sitting beside it. For a series about systems being broken into, an interface that appears to break is the argument.
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