Singapore – With the second season of the HBO Original series ‘The Last of Us’ recently premiering on Max and HBO on April 14, Max launched a hyper-local campaign that engaged fans in the Philippines, Thailand, Indonesia, Malaysia, Singapore and Taiwan. Through pop-ups at local festivals and shopping malls, high-energy sports event takeovers and viewing parties, Max transformed everyday spaces and activities into immersive experiences across the region.
Pop-up experiences brought the show to life, allowing fans to step into an inspired post-apocalyptic world of The Last of Us. From April 13-15, Max leveraged Thailand’s biggest water festival, incorporating themed pop-ups at the festival’s hotspots in Bangkok, attracting fans and the public through interactive activities and social media contests across three locations.
Meanwhile, fans in the Philippines also had the opportunity to pose for photos at on-ground activations at BGC in Manila with a replica of a wrecked car from the show’s setting and a sari-sari store at the PBA Provincial Games, adding a local twist. From April 14–20, a themed setup was also constructed in popular mall, VivoCity in Singapore, where fans eagerly took part in themed quizzes and shared social moments.
Moreover, takeovers at sports events were also held in the Philippines and Taiwan. This comprised the Premier Volleyball League Finals on April 10, the PBA Provincial Games on April 26 in the Philippines and the final takeover set to take place on May 14 at the UAAP Volleyball Finals. In Taiwan, the takeover took place at Fubon Gradian Baseball Games from April 26–27. In addition, Max held premiere viewing parties for invited guests in Indonesia, Malaysia and Taiwan.
As part of the activation rollout, a striking out-of-home campaign across Southeast Asia and Taiwan included 3D billboards in Metro Manila’s BGC district, wrapped sky trains in Bangkok, an immersive mural art in Kuala Lumpur, and digital placements in the busiest districts in the region.
To fuel the campaign’s digital momentum, Max held social media contests, including one in Indonesia that invited fans to share their heartfelt responses on what they would do if the person closest to them was infected, inspiring user-generated content.
