The biggest streaming services have been busy in recent weeks, announcing brand overhauls and exciting new out-of-home activations. Catch up on all the news you may have missed in our Weekly Must Reads.

HBO Max Becomes Max

Last week, Warner Bros. Discovery officially announced the rebrand of HBO Max. The streaming service will now be known simply as Max in an effort to better represent the newly merged companies and move away from HBO’s “edgy” reputation. The service will soon feature more Discovery reality TV shows, in addition to new content for the Harry Potter, Game of Thrones, and DC Comics franchises.  Warner Bros. Discovery CEO David Zaslav has also pledged updates to Max’s user interface and more powerful personalization recommendations.

In the coming months and years, Max’s primary goal will be to gain a higher share of TV viewership and better compete with the likes of Hulu and Netflix. Is this Max’s new time to shine, or will the rebrand further confuse viewers? Read up on the all the details here: https://www.bloomberg.com/news/newsletters/2023-04-14/hbo-max-is-now-max-where-harry-potter-meets-dr-pimple-popper

Netflix & Lacoste’s New Clothing Collection

For the first time, Netflix is bringing a selection of their beloved TV programs to life in the form of an exclusive clothing line with Lacoste. The two brands recently partnered to create clothing inspired by shows like “Bridgerton,” “The Witcher,” and “Stranger Things,” with pieces ranging from sweatsuits to Lacoste’s classic polo shirts. The programs Netflix chose to feature represent a wide range of genres and audiences, from science fiction to romance and many others in between.

The partnership helps both Netflix and Lacoste reach some of their strategic brand goals. It furthers Netflix’s investment in consumer products to help diversify its revenue, while also helping Lacoste appeal to a younger audience. Learn more about the new line here: https://www.businessinsider.com/netflix-lacoste-fashion-collab-bridgerton-witcher-stranger-things-lupin-crocodile-2023-4

Amazon Says “Maisel Tov” to Top-Performing Program

Ahead of the fifth and final season of “The Marvelous Mrs. Maisel,” Prime Video took over a stretch of Fifth Avenue to create a “Marvelous Mile” pop-up event. Last Friday, the streaming service rolled out the pink carpet to highlight several of the show’s most iconic filming locations, as well as set recreations and even a 1960s takeover of the Saks Fifth Avenue flagship store. To further engage fans and passersby, the brand also used brand ambassadors to guide visitors through the event and pass out maps to the featured filming spots.

In addition to the one-day out-of-home activation, Prime Video is also promoting their high-performing program’s final season through partnerships with brands like Pantone, Betty Crocker, and Tupperware. Find out more about all the details that went into the “Marvelous Mile” here: https://collider.com/mrs-maisel-marvelous-mile-celebration-prime-video/

Shake Shack Puts on NYC Truffle Hunt

Streaming services aren’t the only ones investing in out-of-home advertising. In coordination with their new limited-time White Truffle Menu, Shake Shack has launched a campaign utilizing 500 digital billboards across New York City. When consumers find one of the billboards showcasing their white truffle products, they can scan the featured QR code for a chance to win up to $2,000. To play on real-life truffle hunting, users will have to “dig” for prizes, which also include promo codes for the White Truffle Menu.

The new promotion and products are part of Shake Shack’s ongoing strategy to server higher end menu items while maintaining an affordable price. The brand also recently held a limited run of fine dining experiences in well-known restaurants in select US cities. Check out examples of the new billboards here: https://www.marketingdive.com/news/shake-shack-new-york-truffle-hunt-qr-code-billboards/647569/