The strategic objectives for HBO’s Lovecraft Country Sanctum were to create a community building experience that would foster a brand new fandom for the tentpole show Lovecraft Country, and generate content and buzz as the experience unfolded alongside the series. 

Sanctum was a three-part social VR event series, launched after key episodes of HBO’s Lovecraft Country. In the first event, guests explored a mesmeric sculpture garden, with original artworks crafted by Black Afrofuturist artists. In the second, visitors entered an otherworldly interactive theatre that defies the laws of physics. The third event featured an unforgettable musical performance by one of today's biggest music stars, Janelle Monáe.

The events were also streamed to the general public via YouTube Live. Viewers were able to interact in real-time with the experience, solving riddles to trigger spells that directly impacted the virtual world.

Sanctum provided a way for fans to come together virtually and safely in a unique new place. The virtual events also gave the opportunity of spotlighting the work of Black artists in celebration of the series.