May 22, 2020
With all eyes on the May 27 debut of HBO Max, the $14.99 streamer is partnering with a collection of household brands. The promotion is part of HBO Max’s launch campaign, “Where HBO Meets So Much More,” through June 3.
Max is joining forces with Blue Apron, obé Fitness, Bluestone Lane, Best Friends Animal Society, FreshDirect and Van Leeuwen Ice Cream to provide complimentary food, drink, fitness classes and family-friendly activities in conjunction with streaming content, including “Friends,” “Sesame Street,” “Doctor Who” and “Game of Thrones,” among others.
“Our original vision for our launch week was to excite fans by integrating with their daily lives through physical retail partnerships and activations” Jason Mulderig, SVP of brand marketing for HBO and HBO Max, said in a statement. “Following stay-at-home orders, we quickly pivoted to partners who could create similar experiences in a safe way for consumers to enjoy from home.”
Best Friends Animal Society will host its first-ever national virtual adoption event — the Best Friends Virtual Super Adoption — kicking off May 27 and running through May 31. On the first day of the event, Max will help offset adoption costs for anyone who submits an application to adopt (whether it’s a curious pup like Scooby-Doo or a sly cat like Sylvester).
With obé as the fitness partner, users stream content while doing daily workout classes inspired by their favorite shows and movies, including “The Fresh Prince of Bel-Air,” “Euphoria,” Wonder Woman and “Friends.”
Blue Apron will feature Max pairing suggestions on recipe cards in subscribers’ boxes highlighting complementary titles such as Aquaman, “The Sopranos” and “The Big Bang Theory.” The brand will also offer live virtual cooking tutorials for any level on its Instagram, featuring the perfect snacks for streaming.
Venmo will debut Max-inspired stickers themed to trending topics and keywords on the platform featuring favorite icons from titles like “Friends,” The Wizard of Oz and “Doctor Who.”
Van Leeuwen Ice Cream customers who place a local delivery order through Postmates on May 27 get complimentary extra scoops with a special offer. Social content amplifies the partnership with suggestions for fun pairings of ice cream and Max titles.
Max will support FreshDirect in its existing efforts with New York Common Pantry by matching ongoing consumer donations through June 2 and Bluestone Lane on its “Shout A Coffee” initiative, doubling local coffee deliveries to hospitals in New York City, Los Angeles, Boston and Washington D.C.