Case Study: HBO Max protects fans from spoilers with Biborg's dawn screening campaign

HBO MAX drives 11M reach with Biborg in 3 weeks

The customer HBO MAX faced the challenge of protecting its French audience from spoilers for the finale of "The Last of Us," as episodes released earlier in the US led to a high volume of social media spoilers before viewers in France could watch. Vendor Biborg was tasked with preserving the emotional impact of the story for these fans.

Biborg's solution was to organize "The First of Us," an exclusive dawn screening event that allowed fans to be among the first to watch the finale spoiler-free. The vendor transformed a cinema, ran a social campaign, and partnered with influencers to amplify the experience. The results were significant, achieving 11M reach, 3.4M views, and generating 190K EUR in earned media value.

HBO MAX