OBJECTIVE
Launch HBO Max as the premier streaming platform, in an already crowded arena, emphasizing HBO Original programming. Leverage influencers to drive consumers through the funnel to conversion via subscription sign-ups.
ABOUT THE PROJECT
BMF began working with HBO Max pre-launch, developing and executing strategies to build awareness, position the platform, and recruit subscribers. Early campaigns unfolded against a backdrop of the pandemic, requiring innovative solutioning to break through at a time when audiences were captive, but digital fatigue & noise had approached fever pitch.
BMF developed culturally relevant digital & social campaigns to highlight key titles, celebrate important moments, and amplify HBO Max’s messaging via influencer marketing, paid social, and brand partnerships.
As the launch unfolded, the collaboration expanded to include multi-channel strategic consult to sustain momentum, as well as the conceptualization & production of experiential marketing programs in partnership with the HBO Max Originals team.
RESULTS
- 75+M
Impressions - 8%
Average Digital Engagement Rate - 100+
Titles Highlighted - 33
Campaigns and Counting
HOW WE COLLABORATED
Campaign Strategy / Influencer Marketing / Paid Social / Event Production / Public Relations
