The last time the parent company of Warner Bros and HBO promoted the launch of a streaming service, it faced the once-a-century challenge of the coronavirus pandemic. HBO Max debuted in May 2020 &#…
, global CMO for WBD Streaming in a press release. Elaborating in an interview with Deadline, the exec said the campaign has two primary stages. “Number one is to tease – ‘What is this thing? I haven’t heard of this before.’ So it’s just to try to get people’s attention,” he said. “When we get closer to launch, intent is something that a lot of brands forget to do, especially in our space. That is, to build a bit more of an emotional connection to the brand.
Asked about the campaign’s cost, he declined to offer a specific number but affirmed that it is the biggest in company history. In addition to paid media and organic media, WBD networks will all join a synergistic push in the coming weeks, along with national TV buys, digital and social media and out-of-home . “We’ll be all over,” Spagnoletto said. “It’s a full 360.”
Spagnoletto said the decision to shift the color scheme from purple to blue — even though a number of other apps already use blue — was “part of the signaling of the change of the service.” The color also tied in with existing brands like Warner Bros, he noted. Prime Video, Paramount+ and Disney+ are “all different gradients of blue” compared with Max, the exec added.
While some Discovery+ programming is also available on Max, consumers will still be able to subscribe to Discovery+ as a stand-alone after WBD backtracked on plans for a total merger of the services upon discovering price resistance among some diehard Discovery fans. But the cheapest tier of Discovery+, is half the price of Max’s lowest-cost tier, so while Discovery+ is profitable and steady, converting subscribers to Max remains a priority.
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