HBO celebrated the launch of the streaming platform in the UK with a Piccadilly Circus takeover.

For two days, film and tv fans were transported into a free immersive experience at The Venue. Inside, they explored recreated sets from titles including House of the Dragon, Sex and the City and Euphoria.

ABOUT

Kicking off their campaign, the iconic orange Friends sofa appeared next to the Eros statue in the centre of Piccadilly Circus, with hourly performances and photo opportunities for fans. On the roof of Piccadilly Lights, HBO hosted an exclusive press call and red carpet moment, before the stars headed inside The Venue for a special Q&A.

Inside The Venue, The HBO Max Experience invited visitors to enter and check in at The White Lotus hotel reception, before following through to Carrie Bradshaw’s Sex and the City apartment. Each room offered a new immersive experience, from sitting on the Iron Throne, to exploring the corridor of Hogwarts. On Piccadilly Lights, Ocean Labs and Ocean Studio brought the magic of storytelling to life with a DeepScreen® takeover.

Objectives

HBO set out seamlessly integrate Piccadilly Lights and The Venue as part of their multi-media campaign. The objective was to encourage consumer interaction, increase social amplification and sharing, and build excitement around the launch.

outcomes

112m media reach and 239 media mentions, including a feature on Good Morning Britain¹
21m social media impressions across X, TikTok and Instagram²
1200 visitors to the exclusive HBO Max experience across 2 days³
Over 1200 selfies taken on the Friends Sofa in Piccadilly Circus³
3,379 photo booth photos taken inside the HBO Max Experience³