Tag: HBO

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. 

Singapore – Streaming platform Max has unveiled activations for the HBO Original series ‘The White Lotus’ in Bangkok, Thailand. The campaign follows the series’ third season release on February 17, 2025.

Building on the buzz surrounding the new season’s release, Max has launched activations and marketing efforts across Southeast Asia, including watch parties and OOH campaigns.

Max unveiled a concierge-themed pop-up at ICONSIAM and an OOH installation at the MRT Sukhumvit, inspired by the show’s hotel rooms in Thailand.

In Indonesia and the Philippines, Max hosted watch parties, complemented by billboards rolling out in Manila and Jakarta during the show’s premiere week.

Meanwhile, themed events featuring influencers and celebrities were launched in Taiwan and Hong Kong.

During the show’s premiere at the ICONSIAM River Park, Max turned the venue into an immersive space that featured elements from ‘The White Lotus.’

Thailand – Vaseline has teamed up with the hit HBO Original series ‘The White Lotus’ for its third season, unveiling an immersive campaign for the launch of Vaseline Gluta-Hya SPF 50.

As part of the partnership, Vaseline is releasing a series of short films inspired by The White Lotus, reflecting its signature aesthetic and themes of luxury and escape. The campaign highlights the role of sun protection in travel, emphasising the importance of skincare in sunny, high-exposure environments.

To further engage audiences, Vaseline is also rolling out immersive pop-up experiences, events, and collaborations with travel and beauty content creators across Thailand, India, Indonesia, the Philippines, Arabia, and Turkey.

“Vaseline has always been about giving people the confidence to embrace every moment—whether at home or on a getaway. Partnering with The White Lotus allows us to bring this vision to life in a modern and culturally relevant way. Through this collaboration, we’re redefining how pop culture, travel, and self-care come together, engaging fandoms in new and different ways,” said Purnima Lamba, global brand vice president at Vaseline. 

“As we build on our engagements in Asia Pacific, we will continue to expand into additional key markets, ensuring more people can experience the future of sun protection in novel and interesting ways,” added Louis Piereck, senior global brand director at Vaseline. 

Thailand, the setting for the upcoming season of The White Lotus, also played a key role in the development of Vaseline Gluta-Hya. Originally created to address Thailand’s intense heat, the serum burst lotion range was first introduced in 2021 before expanding globally.

Thailand – Following the premiere of HBO’s hit series ‘The White Lotus’ third season, online travel agency Agoda has reported a 12% surge in accommodation searches for Koh Samui, the show’s primary filming location, with interest from the United States soaring by 65%.

Agoda reports that a surge in US searches has placed the country among Koh Samui’s top five inbound markets, replacing Malaysia. The island’s top international searchers now come exclusively from the West: Israel, Germany, France, the United States, and the United Kingdom.

The third season of ‘The White Lotus’ was filmed in Bangkok, Koh Samui, Koh Pha-Ngan, and Phuket, featuring a cast that includes Patrick Schwarzenegger and BLACKPINK’s Lalisa Manobal.

Notably, the first two seasons of the said series boosted tourism in Hawaii and Sicily. Building on this trend, the Thai government and the Tourism Authority of Thailand (TAT) successfully lobbied for the third season to be filmed in the country.

Pierre Honne, country director for Thailand at Agoda, said, “The third season premiere of ‘The White Lotus’ has been a highly anticipated event in Thailand as it has across the rest of the world. It’s thrilling to finally see beloved Thai destinations like Bangkok and Koh Samui as the settings for a global TV sensation. The potential positive effects on Koh Samui and Thailand’s tourism are undeniable.”

Thailand – Creative agency CJ Worx has revealed its involvement in bringing together HBO and the Tourism Authority of Thailand (TAT) for a sponsorship tied to the third season of the critically acclaimed series ‘The White Lotus,’ highlighting Thailand as the backdrop for the upcoming installment.

The third season of ‘The White Lotus’ will highlight Thailand’s rich culture, luxury, and natural beauty. Filming will feature locations like Phuket, Bangkok, and Koh Samui, showcasing the country’s renowned hospitality, cuisine, and heritage.

For this landmark partnership, CJ Worx took on the role of a strategic business consultant, providing insights and connections that brought a bold idea to life. This highlighted the agency’s commitment to a vision that goes beyond traditional advertising.

The collaboration has attracted attention from major global media outlets, highlighting Thailand’s appeal as a top-tier destination. CJ Worx views this milestone as an example of its ability to facilitate meaningful partnerships and create impactful opportunities.

A spokesperson from CJ Worx commented, “This collaboration reflects our commitment to going beyond creativity, stepping into the realm of strategy and business consultancy. We are deeply honoured to have played a role in this achievement, which demonstrates that we are not just creators but enablers of impactful global partnerships.”

Kuala Lumpur, Malaysia – With the arrival of HBO’s House of the Dragon’s epic second season, Astro in collaboration with HBO brings the world of Westeros to life in an immersive activation takeover of the Pasar Seni MRT station. The collaboration is supported by Talon Creative, MRT Corp, Mindshare and Durian Events.

Fans visiting the Pasar Seni MRT station will experience a complete takeover with banners featuring the houses and character images throughout. Structures were built to immerse fans in the world, with sculptures of dragon’s eggs and the sigil from House of the Dragon placed prominently in the main concourse. 

For an extra added bit of fun, fans can see the world come to life on digital screens and interactive augmented reality and AI experiences to see what they would look like if they were in Westeros. 

The takeover was launched in an event featuring cosplayers dressed as House of the Dragon characters and even live performances of the show’s iconic music.

Tai Kam Leong, chief sales and marketing officer at Astro, said, “As Malaysia’s leading content & consumer media company, we always strive to bring not just the best of entertainment for all Malaysians but truly deliver unique experiences for Malaysians as well. The world of Westeros is an iconic place and we saw an opportunity to take that experience on screen and turn it into something delightful and unexpected for fans.”

Meanwhile, Benedict Tan, creative director of Talon Creative, commented, “We were fans of the show and the team was really excited to pull that world from the screen and bring it to the fans in real life. And at Talon, we try to see things through a lens of entertainment, and in this instance it was all about creating something special for visitors and fans, integrating the power of AI and augmented reality to bring them into the world.” 

Lastly, Wong Sook Fun, business director at Mindshare, said, “We saw an opportunity to explore a non-traditional media space and to create that bridge between Astro, House of the Dragon and MRT Corp, creating an experience that is unique and memorable for the fans.”