Explore HBO Max’s Large-Scale Immersive Marketing Campaign

A new streaming service named Max has launched an exciting campaign across Asia to celebrate its arrival and engage with local audiences. The campaign covers seven markets, including Indonesia, Malaysia, Philippines, Singapore, Thailand, Taiwan, and Hong Kong, showcasing the diverse range of movies, series, and family-friendly shows available on the platform.

To kick off the festivities, Max treated audiences to a regional light-up moment in all seven markets. Iconic scenes from Warner Bros. Discovery’s popular brands and franchises like Harry Potter, House of the Dragon, The Last of Us, and more were projected onto prominent buildings and landmarks, adding a touch of magic to the cities.

In addition to these stunning light displays, local launch celebrations were organized for viewers to join in on the fun. In the Philippines, themed Christmas trees inspired by The Last of Us and House of the Dragon were showcased, along with a special Harry Potter Christmas tree lighting ceremony led by actors James and Oliver Phelps, followed by a spectacular fireworks show. Thailand also got in on the action with a life-sized “Krathong” installation unveiled during the Loi Krathong Festival, accompanied by themed pop-ups.

Not to be outdone, Taiwan hosted pop-up events for Warner Bros. Discovery brands such as Game of Thrones and Harry Potter, providing interactive experiences for eager fans to enjoy.

Max didn’t stop there – the streaming service took over train stations, billboards, and building projections throughout Southeast Asia, Taiwan, and Hong Kong, reaching audiences far and wide with its exciting campaign.

To further connect viewers in Asia with Max, a series of creative social content was developed featuring beloved characters from Max’s top shows interacting with the vibrant culture of each market. These characters were tailored to ‘react’ to local landmarks, dishes, and cultural experiences, creating a unique and engaging experience for viewers.

Max’s immersive campaign has generated significant excitement among audiences, fostering emotional connections and establishing Max as the go-to streaming service in Southeast Asia, Taiwan, and Hong Kong. The campaign, created in collaboration with Omnicom Group APAC, has deeply resonated with local audiences in the region, solidifying Max’s presence in the streaming industry.

This campaign follows Max’s recent takeover of Asian landmarks in a series of ads promoting season two of House of the Dragon. Throughout Asia, landmarks were adorned with banners supporting Queen Rhaenyra and King Aegon, alongside various outdoor installations and activations. In Singapore, Marina Bay Sands and the National Gallery proudly displayed banners for Team Black and Team Green, respectively. Fans were treated to giant billboards for House of the Dragon on the streets of Siam Square, as well as a captivating video mapping showing dragons in action over iconic locations in Bangkok.

From themed Christmas trees to interactive pop-up events, Max’s campaign has certainly made a splash across Asia, bringing excitement and entertainment to audiences in every corner of the region.