Formed in 2009, the Archive Team (not to be confused with the archive.org Archive-It Team) is a rogue archivist collective dedicated to saving copies of rapidly dying or deleted websites for the sake of history and digital heritage. The group is 100% composed of volunteers and interested parties, and has expanded into a large amount of related projects for saving online and digital history.
HBO Max
One of the most anticipated shows of 2024, HBO Original series “The Penguin” continued the epic crime saga that began with Warner Bros. Pictures’ global blockbuster “The Batman.”
HBO Max wanted to expand beyond DC comic fans alone and create buzz that captured the attention of a larger audience. HBO Max turned to The New York Times to transform the print edition into Gotham City's hometown tabloid, “The Gotham Gazette,” with a custom cover wrap.
Our fictionalized daily included original stories, classified ads, courtroom sketches, political cartoons and more, designed to provide the same seedy, in-world feel as the series.
On the day of the series premiere, “The Gotham Gazette” was wrapped around copies of The Times, delivered to 255,000 subscribers and handed out at high-traffic locations in Manhattan.
The campaign was also promoted on The Times homepage, as well as the most visited sections, such as Sports, Movies, Business and The Athletic.
The world felt the excitement on launch day. Fast Company ran a feature story on the ‘Gotham Gazette,’ and a flurry of media covered the news from MSN to Games Radar and Creative Review. Several copies of the ‘Gotham Gazette’ even appeared on Ebay, for asking prices of up to $45.
200M
Campaign Impressions
13.4M
Viewers to the series