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.’
Australia – Nine has been appointed by Warner Bros. Discovery (WBD) as Max’s exclusive sales partner to commercially maximise its ad-supported Basic With Ads tier. This comes ahead of the streaming platform’s anticipated launch in Australia on March 31.
Leveraging Nine’s cutting-edge technology, Max will play a pivotal role in Nine’s digital video offering for advertisers, represented nationwide by Nine Sales.
With the addition of 9Now and Stan Sport, Nine’s partnership with WBD significantly expands its audience reach across the leading Subscription Video On Demand (SVOD) and Broadcast Video On Demand (BVOD) sectors.
Built on Max’s extensive library of premium content, this inventory will be integral to Nine’s high-value revenue strategy, led by Powered (premium integrated sales and strategy). Meanwhile, Nine’s Centre of Digital Excellence (encompassing digital solutions, data, product, and programmatic) will underpin the overall sales approach.
This collaboration enables Nine to provide agencies and clients with seamless and innovative advertising solutions across SVOD and BVOD platforms, ultimately driving stronger business outcomes for advertisers.
Michael Brooks, general manager for ANZ at Warner Bros. Discovery, said, “This is the first time WBD’s premium slate of content has existed in one place in Australia. Launching Max with an ad-supported tier creates a compelling offer for viewers and advertisers alike, while partnering with Nine allows us to tap into their deep experience, strong relationships and proven capabilities.”
Meanwhile, Matt James, acting chief sales officer at Nine, commented, “The combination of Max’s amazing content and world-leading advertising products with Nine’s local expertise, sales infrastructure and scale is a unique opportunity for clients in this country. This relationship with WBD will accelerate our strategy into the digital video market and offer clients better return on investment.”
It is worth noting that WBD recently appointed Foxtel Group as its launch partner for Max in Australia, wherein Max’s expanded content offering will be available to Foxtel’s 1.4m residential subscribers at no additional cost to their Foxtel subscription. It had also recently tapped Special Group and EssenceMediacom for their creative and media mandate respectively–both related to Max’s launch in Australia.
Australia – Foxtel Group and Warner Bros. Discovery (WBD) have announced an evolved partnership for 2025 and beyond, and will see Foxtel Group become a launch partner as Warner Bros. Discovery brings its Max streaming app to Australia on 31 March, 2025.
As launch partner, Max’s expanded content offering will be available to Foxtel’s 1.4m residential subscribers at no additional cost to their Foxtel subscription. In addition, the Max app will be available on Hubbl, offering easy access with seamless integration into the user interface.
The Max app will include HBO Originals, Max Originals, and premium content from Warner Bros., Discovery, Cartoon Network and more. Content will include key WBD franchises such as Harry Potter and the DC Universe, as well as current and returning seasons of hugely popular series including House of the Dragon, The Last of Us and And Just Like That…
Moreover, the continued partnership between Foxtel Group and Warner Bros. Discovery recognises the strength of Foxtel Group’s reach, brands and commitment to quality by one of the world’s largest entertainment partners and production studios in showcasing premium content and ability to generate growth in market.
Hilary Perchard, chief executive of Foxtel Retail and Hubbl, said, “This renewed collaboration confirms our position as a partner of choice for the world’s largest entertainment studios who seek scale and reach for their premium entertainment content. We have always said optionality is central to our long-standing partnership. The strength of our products and much-loved brands means that we have been able to innovate and evolve our partnership with Warner Bros. Discovery in a unique model that enables mutual growth.”
Hilary added. “We have been partners with Warner Bros. Discovery for over 20 years and are delighted that our world-class aggregation products will play key roles in launching Max in this market. As launch partner, our Foxtel and Hubbl customers will be able to seamlessly access the breadth of content across the Warner Bros. Discovery content slate, which has always been popular among audiences, ensuring we continue to deliver exceptional value for our subscribers.”
Meanwhile, Michael Brooks, general manager of ANZ at Warner Bros. Discovery, commented, “Through our long-standing partnership, Australians have enjoyed WBD’s world-class content through Foxtel Group platforms for many years. As we launch the Max app in Australia – and look to maximise its reach through partnerships – it makes perfect sense for us to create a unique option we know will resonate with Foxtel subscribers and Hubbl users.”
The news follows after Warner Bros. Discovery had tapped Special Group and EssenceMediacom for their creative and media mandate respectively–both related to Max’s launch in Australia.
Australia – Warner Bros. Discovery (WBD) have appointed Special as their creative agency of record to lead the launch of Max in Australia, working across brand strategy, advertising, earned media and content, following a competitive pitch.
This agency appointment recently follows WBD’s appointment of EssenceMediacom as its media agency for the streaming service’s launch in Australia this year.
Sasha Mackie, senior director of marketing and publicity for ANZ at Warner Bros. Discovery said, “Launching a brand like Max is a once-in-a-lifetime, so we needed an agency as bold as the opportunity. Enter Special: from day one, they nailed it with a pitch concept that’s punchy, innovative and unapologetically Max. We can’t wait for Australia to see what’s coming – it’s going to be special in every sense of the word.”
Meanwhile, Lindsey Evans, partner and CEO at Special Australia, commented, “From the outset the Warner Bros. Discovery team inspired us with their smarts, passion and ambitious drive to set a new standard. This, coupled with their premium product offering, creates a unique opportunity to engage in the conversations and moments that matter to people, leaving lasting cultural impact and extraordinary value creation.”
Philippines – Streaming service Max has launched a content partnership with digital services provider PLDT Home to provide entertainment to more customers in the Philippines.
As part of the partnership, new customers subscribing to PLDT Home’s ‘Fiber Unli All Plan 1799’ can access the Max Standard Plan for two months. The promo runs from December 10, 2024 to February 9, 2025.
Warner Bros. Discovery recently launched Max in Southeast Asia, with PLDT as the latest addition to its base of global partners and with plans to forge more partnerships to offer entertainment to more Filipinos.
Max houses shows and films under the HBO Original, Cartoon Network, Cartoonito, and Warner Bros. Discovery collections.
In the standard plan, as offered by PLDT in its promo, customers can stream on two devices simultaneously with full HD video resolution.
“As Max launches across Southeast Asia, we are pleased to expand our partnership with PLDT to bring even more quality entertainment and iconic brands to Filipino audiences,” Tony Qiu, general manager of Greater China and Southeast Asia at Warner Bros. Discovery, commented.
Patrick S. Tang, PLDT Home’s vice president of acquisition marketing, said, “Our new and exciting partnership with Max is PLDT Home’s way of delivering not just unli entertainment to our customers, but also a reinforcement of our commitment to making quality time for Filipino families at home as fun, fulfilling, and meaningful as possible with its endless variety of entertaining content.”
“As the Philippines’ leading digital services provider, we aim to bridge Filipino families to the world’s best content platforms and other lifestyle innovations to further better their life at home in more ways than one,” Tang added.
Singapore – Max made its debut across Southeast Asia, Taiwan and Hong Kong with regional activations across seven markets – Indonesia, Malaysia, Philippines, Singapore and Thailand, as well as Taiwan and Hong Kong.
The series of creative and immersive outdoor marketing efforts showcased the streaming service’s rich collection of blockbuster movies, groundbreaking series, iconic hits, best-in-class real-life stories, and family favourites, inviting fans to feel, experience, and become part of the stories, connecting with local audiences through dynamic and culturally relevant campaigns.
On November 19, Max celebrated its arrival with a spectacular regional light-up moment across all seven markets. Scenes from Warner Bros. Discovery’s beloved brands and 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’ were projected on prominent buildings and landmarks.
Moreover, audiences were invited to join in local launch celebrations, where fans in the Philippines explored ‘The Last of Us’ and ‘House of the Dragon’ themed Christmas trees and were treated to a magical Harry Potter Christmas tree light-up countdown by James and Oliver Phelps, followed by an amazing fireworks display. In Thailand, audiences were captivated by a life-size “Krathong” installation during the Loi Krathong Festival, as well as on-ground pop-ups inspired by ‘Barbie,’ ‘Dune: Part Two,’ ‘Friends’ and ‘Harry Potter.’
In Taiwan, pop-ups of iconic Warner Bros. Discovery brands including Game of Thrones and Harry Potter allowed guests to step into the world of their favorite shows.
Upping the ante, Max also took over prominent train stations, transportation, billboards and building projections across Southeast Asia, Taiwan and Hong Kong, transforming daily commutes into Warner Bros. Discovery-inspired journeys.
To connect viewers in Asia with Max, a series of creative social content brought iconic characters from Max’s loved shows into the heart of each market, incorporating characters into Asia’s vibrant culture, where characters ‘react’ to hyperlocal landmarks, dishes and cultural experiences.
“The extensive launch campaign generated significant excitement, fostered emotional connections, and positioned Max as the region’s newest streaming experience. The campaign has successfully launched Max on an upwards trajectory in Southeast Asia, Taiwan and Hong Kong, deeply connecting with local audiences in the region,” the streaming service said in a press statement.
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