Singapore – HBO Max has rolled out a series of global and regional marketing activations to mark the premiere of the HBO Original series ‘IT: Welcome to Derry’, which debuted on October 27.
The campaign began on October 21 with the “Red Balloon Takeover,” a stunt that saw the franchise’s iconic red balloons appear across social media platforms before extending into physical locations around the world. Balloons were spotted in major international cities including New York, Los Angeles, Madrid, Paris and Cappadocia, as well as in several Asian markets such as Bangkok, Manila, Singapore, Taipei and Hong Kong.
According to HBO Max, the sightings were also staged at well-known haunted sites including Old Changi Hospital and Amber Beacon Tower in Singapore, Intramuros and Balete Drive in the Philippines, and New World Plaza and Pratu Phi (Ghost Gate) in Thailand.
Alongside the global stunt, HBO Max deployed localized initiatives across Southeast Asia, Taiwan and Hong Kong. These included out-of-home placements, branded ‘IT: Welcome to Derry’ tuk-tuks in Bangkok, a group of sixties-styled “wanderers” engaging passers-by in Manila’s BGC district, a surprise appearance by an inspired Pennywise character, and a Halloween-themed takeover of Población. The platform also delivered themed merchandise to selected fans through a “series inspired mailman.”
In Taiwan, parade-goers on November 1 were invited to attend a Halloween event in costume and look out for IT: Welcome to Derry participants dressed as Pennywise. Fans in Singapore, Taiwan and the Philippines could also visit physical pop-ups, including a replica of a Derry sewer tunnel.
