With lower than a day to go till Warner Bros. Discovery launches Max—the brand new streaming service combining HBO Max and Discovery+ content material—the corporate unveiled a complete social advertising and marketing technique headlined by Jason Momoa and Issa Rae.

For launch day on Might 23, all HBO Max model social and viewers handles will develop into Max. With a attain of greater than 16 million followers throughout platforms, the social model workforce wished to make sure that viewers acknowledged the brand new mixed content material platforms and draw wider attain.

“The natural social marketing campaign to help the launch of Max is as far-reaching and assorted because the audiences that we’re going to have on Max,” Jason Mulderig, svp of brand name advertising and marketing at HBO and Max, advised Adweek.

Mulderig mentioned the marketing campaign will reap the benefits of a “triple risk of social,” pointing to manufacturers like Meals Community and HBO, franchises like Recreation of Thrones and 90 Day Fiancé, and audiences profiles like Scene in Black and Pa’lante.

“Our objective is to achieve these audiences in-feed from manufacturers they contact and create that connection to Max, and I feel that’s actually essentially the most genuine solution to go about doing it,” Mulderig mentioned.

Huge model help

Twitter handles for WBD’s networks can have a singular asset for Max’s launch, which is able to spotlight the model’s highest-profile titles. These embody manufacturers like Meals Community, TBS, TLC, Animal Planet, Magnolia Community and extra.

On the IP aspect, WBD developed inventive to showcase Warner Bros. Footage, The Massive Bang Principle, Mates, Intercourse and the Metropolis, Gossip Woman and DC Comics, amongst different properties.

“It’s very probably that our viewers follows a number of feeds from manufacturers and from exhibits, so these experiences in-feed from manufacturers they belief, they’ll begin to have impressions from Max all throughout the ecosystem,” Mulderig mentioned.

The corporate will proceed its current One to Watch marketing campaign and likewise additional the To Be Continued marketing campaign.