Pennywise returns: HBO Max scares Asia with digital red balloons

HBO Max has unleashed a global stunt to herald the upcoming premiere of its HBO Original series IT: Welcome to Derry, set to debut on October 27.

The “Red Balloon takeover” began on Tuesday, 21 October, when the franchise’s iconic red balloons appeared across social media, instantly sparking conversations about the return of Pennywise the Clown. The digital stunt quickly spilled into the real world, as red balloons began appearing in major cities worldwide, including New York, Los Angeles, Madrid, Paris, and the surreal landscapes of Cappadocia.

Asia was not left out, with balloons materialising physically and virtually in Bangkok, Manila, Singapore, Taipei, and Hong Kong, bringing the horror universe to life for fans everywhere.

Don't miss: Orchard Road descends into nightmare in Warner Bros.’ IT activation

In Singapore, the red balloon floated ominously across the old Changi Hospital, an abandoned site locals believe to be haunted, and the Yellow Tower at East Coast Park, notorious for a legendary murder. It also drifted across everyday landmarks — bus stops, HDB blocks, overhead bridges, and carparks — creating a chilling overlay of horror atop the familiar.

HBO Max took the same approach in Thailand, Taiwan, and Hong Kong, sharing posts of singular balloons floating across abandoned cinemas, historic forts, malls, beaches, and other iconic spots.

In the Philippines, shoppers were treated to a live scare as Pennywise appeared atop a building, clutching a cluster of balloons, with flickering lights and creeping fog heightening the tension.

MARKETING-INTERACTIVE has reached out to HBO Max for further details.

This is not the only IT activation spotted in Singapore. Last week, Warner Bros. Discovery transformed Orchard Road into a haunting reimagining of Derry, Maine.

The activation included a full digital bus shelter buyout and chilling projections at Midpoint Orchard. Commuters exiting Somerset MRT found themselves stepping into a sinister Somerset linkway, each stride drawing them deeper into Pennywise’s lair. On the night of the launch, 23 October, eerie figures straight from 1960s Derry — dubbed the ITWTD wanderers — silently roamed the streets clutching the signature red balloon, captivating audiences both online and offline.

Together, these activations showcase HBO Max’s immersive approach to promoting IT: Welcome to Derry, blending online engagement with real-world spectacles and turning familiar urban landscapes into eerie extensions of the horror series. As fans across the globe encounter the floating red balloons and ominous clown, anticipation for Pennywise’s return continues to build.

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