Max launches with immersive cultural campaigns across Southeast Asia and beyond
Max’s latest campaign captures local hearts through cultural celebrations, iconic projections, and immersive activations across seven key markets.
Have you seen Max's massive immersive campaign? Streaming giant Max has made a bold statement in Southeast Asia, Taiwan, and Hong Kong with its latest regional takeover. The campaign not only celebrates the platform's launch but also forges a deep connection with audiences through culturally relevant activations.
Launched in seven major markets—Indonesia, Malaysia, the Philippines, Singapore, Thailand, Taiwan, and Hong Kong—the campaign showcases Max’s expansive content library, including blockbuster movies, series, and family-friendly shows.
To kick things off, Max orchestrated a stunning “regional light-up moment” across prominent landmarks. Fans were treated to projections of iconic scenes from Warner Bros. Discovery’s most beloved 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.
Engaging local audiences
Max elevated the campaign by organizing localized celebrations that resonated with audiences. In the Philippines, themed Christmas trees inspired by The Last of Us and House of the Dragon lit up the festivities, complemented by a Harry Potter tree-lighting event hosted by actors James and Oliver Phelps and a grand fireworks display.
Thailand embraced the excitement with a life-sized Krathong installation during the famous Loi Krathong Festival, alongside interactive pop-ups. Meanwhile, Taiwan welcomed fans with immersive pop-up events for Game of Thrones and Harry Potter, offering hands-on experiences for devoted followers.
The campaign didn’t stop there. Max extended its reach by dominating high-traffic areas, including train stations, billboards, and building projections across the region. Social content added another creative layer, as iconic characters were reimagined within Asia’s vibrant cultural settings—“reacting” to local landmarks, dishes, and traditions, forging a fun and emotional connection with viewers.
Patrecia Meliana
FOOH ads and House of the Dragon integration
This immersive campaign follows Max’s earlier success in promoting House of the Dragon season two with a series of outdoor ads and activations. Asian landmarks—from Singapore’s Marina Bay Sands to Manila City Hall—were transformed with CGI banners and video mapping. Fans across the region witnessed breathtaking displays like Syrax, the dragon, flying and breathing fire over historical buildings and bustling squares.
Watch parties further amplified the buzz, uniting fans, influencers, and subscribers to celebrate the show’s return. By creating visually stunning experiences, Max captured the imagination of millions and strengthened its cultural foothold.
Implications for marketers
Max’s campaign underscores the power of localized marketing strategies in building emotional connections with audiences. By leveraging cultural moments and local landmarks, the streaming service not only increased brand visibility but also demonstrated a keen understanding of regional tastes and preferences.
For marketers, this highlights the value of blending global branding with hyperlocal engagement. Creative storytelling that integrates beloved franchises into local contexts can foster meaningful connections and drive audience loyalty.
Additionally, the campaign’s use of immersive technologies—such as CGI projections and video mapping—showcases how experiential marketing can create unforgettable moments. Brands looking to stand out in crowded markets should explore multisensory activations that combine physical and digital elements for maximum impact.
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