HBO MAX Coffeehouse
HBO Max's activation in Austin celebrated LGBTQIA+ and Latinx communities. The Coffeehouse showcased art inspired by HBO Max titles. Discussions with Lena Waithe and Gabriel Luna explored storytelling and technology-culture intersection. Parties, brunches, and performances were festival the highlights.
Circumstance
HBO Max aimed to build a strong connection with the LGBTQIA+ and Latinx communities through a high-profile activation during a major festival in Austin. Their goal was to create an immersive, inclusive experience celebrating diverse voices while promoting HBO Max content. The challenge was to capture the essence of the event and amplify it online, generating buzz and lasting engagement.
Action
To achieve this, we developed and executed a comprehensive strategy combining social media engagement, content creation, and full production services:
Cultural celebration and storytelling: The HBO Max Coffeehouse featured discussions with prominent figures like Lena Waithe and Gabriel Luna, exploring the intersection of storytelling, technology, and culture. We recorded these conversations using a three-camera setup, ensuring high-quality footage of the speakers, audience interactions, and the event atmosphere.
Live performances and events: The Coffeehouse also hosted live performances, brunches, and parties, creating a vibrant, interactive space. We provided event photography throughout, capturing the artistic displays, performances, and social interactions. These photos were used in real-time for social media updates and later in post-event promotions.
Social media amplification: Throughout the event, we maintained a steady flow of content across HBO Max’s social media platforms. This included real-time Instagram Story highlights that showcased behind-the-scenes moments, panel discussions, and performances. We encouraged attendees to share their experiences using branded hashtags, further amplifying the event online.
Recap video: After the event, we produced an engaging video recap that highlighted key moments from the activation, including panel discussions, live performances, and the community's response. This recap was widely shared on social media to continue the momentum and serve as a lasting piece of branded content.
Result
The combination of immersive content and comprehensive production led to outstanding results:
2,435 attendees engaged with the brand directly during the activation, with many staying connected through social media.
The real-time social media coverage and influencer partnerships generated 758 earned pieces of content, extending the event’s reach far beyond the venue.
The campaign achieved a staggering 1 billion impressions, driving significant visibility for HBO Max and its commitment to diverse storytelling.
The event generated $38 million in earned media value, showcasing the effectiveness of the production and marketing strategy in amplifying the brand’s impact.
The strategic blend of live event coverage, social media amplification, and professional production made the HBO Max Coffeehouse a powerful activation that resonated with the LGBTQIA+ and Latinx communities, both in Austin and beyond.