HBO Max’s Launch is Turning into a Week Long Celebration

HBO’s much-anticipated streaming service HBO Max launches May 27, and the streamer is making it a week-long event with free food, fitness, and activities from a collaboration of brands as part of their Where HBO Meets So Much More campaign.

May 27-June 3 is dubbed “The Week of So Much More” and will feature perks from Blue Apron, obé Fitness, Bluestone Lane, Best Friends Animal Society, FreshDirect, and Van Leeuwen Ice Cream to help HBO Max subscribers celebrate the iconic content coming to the streaming service.

“We are thrilled to kick off the launch of HBO Max with A Week of So Much More, bringing our beloved shows and movies to some of consumers’ favorite brands. Our original vision for our launch week was to excite fans by integrating with their daily lives through physical retail partnerships and activations” said Jason Mulderig, SVP Brand Marketing, HBO and HBO Max. ”Following stay-at-home orders, we quickly pivoted to partners who could create similar experiences in a safe way for consumers to enjoy from home. We were so impressed with our partners’ existing give back initiatives that we decided to amplify those through our partnerships as well. From pet adoption, to coffee, to at-home fitness, this So Much More campaign has something for everyone, and we are so excited for the week to roll out.”

Here’s a list of the themed collaborations during HBO’s Week of So Much More:

So much more companionship

Best Friends Animal Society will host its first-ever national virtual adoption event — the Best Friends Virtual Super Adoption — kicking off May 27 and running through May 31. On the first day of the event, HBO Max will help offset adoption costs for anyone who submits an application to adopt

So much more burn

Tune into daily workout classes from obé inspired by their favorite shows and movies available on HBO Max, including The Fresh Prince of Bel-Air, Euphoria, Wonder Woman and Friend

So much more flavor

Blue Apron will feature HBO Max pairing suggestions on recipe cards in subscribers’ boxes for a week. The meal delivery service brand will also offer live virtual cooking tutorials for any level on its Instagram, featuring the perfect snacks for streaming

So much more sharing

Venmo will debut HBO Max-inspired stickers themed to trending topics and keywords on the platform featuring favorite icons from titles like Friends, The Wizard of Oz and Doctor Who.

So much more scoops

Van Leeuwen Ice Cream customers who place a local delivery order through Postmates on May 27 can get a special offer, compliments of HBO Max. Social content amplifies the partnership with suggestions for fun pairings of ice cream and HBO Max titles.

So much more giving

HBO Max will support FreshDirect in its existing efforts with New York Common Pantry by matching ongoing consumer donations through June 2 and Bluestone Lane on its “Shout A Coffee” initiative, doubling local coffee deliveries to hospitals in New York City, Los Angeles, Boston and Washington D.C. throughout the week. Latte art celebrating the iconic worlds of HBO Max will also be featured across Bluestone Lane’s social channels.

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