To herald the return of the Emmy-winning HBO Original series The Last of Us, Max unveiled a regionally focused, multi-market campaign that brought the show’s haunting atmosphere to life across Southeast Asia and Taiwan. By reimagining everyday cityscapes as dystopian set pieces, the campaign invited audiences to step into a world shaped by the series’ gripping narrative.
Combining experiential and digital strategies, the initiative included pop-up installations, branded sports event integrations, high-impact out-of-home (OOH) activations, and social-driven contests. Fans in the Philippines, Thailand, Indonesia, Malaysia, Singapore, and Taiwan engaged through immersive activities such as interactive games, themed trivia, photo stations, and curated viewing experiences.
Highlights included "3D billboards in Manila’s BGC, wrapped trains in Bangkok, vibrant LED screens in Kuala Lumpur, and a custom mural in Kwai Chai Hong." Additional displays in Jakarta, Suntec City, and Chifeng Street reinforced Max’s localized approach, alongside dramatic set pieces in Manila’s BGC and PBA games.
Image Credit: Max / Marketing Interactive
Key Themes Behind This Trend
- Immersive Marketing Experiences
- Brands are increasingly creating immersive marketing experiences by transforming urban environments with interactive installations and digital enhancements.
- Localized Content Strategies
- Businesses are adopting localized content strategies to engage specific regional audiences with culturally relevant themes and narratives.
- Multi-channel Campaign Integrations
- The integration of multi-channel campaigns, combining physical activations with digital and social elements, allows for a cohesive and comprehensive brand experience.
Where This Applies
- Advertising
- The advertising industry is evolving to include more dynamic and interactive experiences, moving beyond traditional channels to engage consumers.
- Entertainment
- The entertainment industry leverages the increasing demand for experiential marketing to promote content through immersive and participatory fan engagements.
- Urban Development
- Urban development sectors are exploring new ways to collaborate with brands in creating temporary yet transformative city installations and set pieces.
