Have you seen Max's massive immersive campaign?

Streaming service Max has taken over the region in its latest immersive campaign. The campaign aims to celebrate the launch of the new streaming service as well as to engage local audiences with culturally relevant campaigns. 

The campaign was launched in seven markets in the region, including Indonesia, Malaysia, Philippines, Singapore, Thailand, Taiwan and Hong Kong and spotlights the service's broad content library. This includes movies, series and family-friendly shows. 

For starters, Max celebrated its arrival with a regional light-up moment across all seven markets. Scenes from Warner Bros. Discovery’s beloved brands and franchises, including Harry Potter, House of the Dragon, The Last of Us, Dune: Part Two, Godzilla x Kong: The New Empire, Aquaman and the Lost Kingdom, and Barbie were projected on prominent buildings and landmarks.

Don't miss: Asian landmarks pick sides in dynamic 'House of the Dragon' FOOH campaign 

In tandem, audiences were invited to join in local launch celebrations.

 In the Philippines, events included themed Christmas trees based on The Last of Us and House of the Dragon, as well as a Harry Potter Christmas tree light-up led by actors James and Oliver Phelps, followed by fireworks. In Thailand, a life-sized "Krathong" installation was unveiled during the Loi Krathong Festival, alongside themed pop-ups.

In Taiwan, pop-up events for Warner Bros. Discovery brands such as Game of Thrones and Harry Potter were held, providing interactive experiences for fans.

Upping the ante, Max also took over prominent train stations, billboards, and building projections throughout Southeast Asia, Taiwan and Hong Kong.  

To connect viewers in Asia with Max, a series of creative social content brought iconic characters from Max’s loved shows into the heart of each market, incorporating characters into Asia’s vibrant culture, where characters ‘react’ to hyperlocal landmarks, dishes and cultural experiences too. 

"The extensive launch campaign generated significant excitement, fostered emotional connections, and positioned Max as the region’s newest streaming experience. The campaign has successfully launched Max on an upwards trajectory in Southeast Asia, Taiwan and Hong Kong, deeply connecting with local audiences in the region," said Max in a statement seen by MARKETING-INTERACTIVE. 

This immersive campaign follows Max's recent takeover of Asian landmarks in a series of FOOH ads to promote season two of House of the Dragon. As part of the campaign in July this year, landmarks across Asia were taken over by banners supporting Queen Rhaenyra and King Aegon. Various outdoor installations and activations were also held across the region too. In Singapore, Marina Bay Sands proudly made a claim for Team Black while the National Gallery's entrance welcomes allies of Team Green with CGI banners.  

In tandem, giant billboards for the House of the Dragon were displayed on the streets of Siam Square from 8 to 7 July. Fans and pedestrians were also treated to a video mapping of the series' content including catching a dragon named Syrax flying and breathing fire over Hua Lamphong. In the Philippines, CGI banners were raised at Manila City Hall and the historical Intramuros building. Fans, influencers and subscribers were also invited to a watch party when season two premiered. 

A similar watch party was also held in Indonesia. In the country, CGI banners took over Monas and Bundaran HI too. A video mapping of the series' content, including Syrax flying and breathing fire over Kota Tua was also featured as part of the campaign. 

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