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Library/Campaign/HBO Max: The Re-Rebrand
Grade B21 sourcesHIS-00385

HBO Max: The Re-Rebrand

Campaign · 2025 · Notable

45Editable slideCertificate

HBO Max used 65 posts to announce its returning name, according to its award entry.

HBO Max

@hbomax · May 14, 2025

What is dead may never die. HBO Max coming this summer. Same app, new-ish name.

3K188
Original · HBO Max / Razorfish

hbo max fka

@streamonmax · May 14, 2025

Your move, @X.

HBO Max@hbomax

What is dead may never die. HBO Max coming this summer. Same app, new-ish name.

8.8K175
Post · @streamonmax on X

hbo max fka

@streamonmax · May 14, 2025

BREAKING: White smoke was seen coming from the Warner Bros. water tower. A new brand has been chosen.

25.2K368
Post · @streamonmax on X

hbo max fka

@streamonmax · May 14, 2025

V2 approved by legal.

30.6K370
Post · @streamonmax on X

HBO

@HBO · May 14, 2025

What she said.

306.4K1.9K
Post · @HBO on X

hbo max fka

@streamonmax · May 14, 2025

hbo max fka@streamonmax

On May 23, HBO Max is becoming Max — The One To Watch for all of HBO, hit series, movies, reality, and more. #StreamOnMax

8.5K167
Post · @streamonmax on X

Game of Thrones

@GameOfThrones · May 14, 2025

A name reclaimed.

11.9K133
Post · @GameOfThrones on X

hbo max fka

@streamonmax · May 14, 2025

Knew he could revive us.

10.7K152
Post · @streamonmax on X

hbo max fka

@streamonmax · May 14, 2025

Rolls off the tongue.

16K74
Post · @streamonmax on X

HBO

@HBO · May 14, 2025

Put the word out there.

16.2K162
Post · @HBO on X

Prime Video LATAM

@PrimeVideoLat · May 14, 2025

Los entendemos, #HBOMax A nosotros también nos llaman de muchas maneras 🤭💙 h

32K293
Post · @PrimeVideoLat on X
What is dead may never die. HBO Max coming this summer. Same app, new-ish name.
@hbomax on X
V2 approved by legal.
@streamonmax on X
BREAKING: White smoke was seen coming from the Warner Bros. water tower. A new brand has been chosen.
@streamonmax on X
What she said.
@HBO on X
Post by @streamonmax on X
@streamonmax on X
A name reclaimed.
@GameOfThrones on X
Knew he could revive us.
@streamonmax on X
Rolls off the tongue.
@streamonmax on X
The HBO Max rebrand social campaign is hysterical & amazing & viral. I wrote about all the brilliance behind it, from posting 12 TikToks in 24 hours to developing a voice & tone…
Jack Appleby / LinkedIn
HBO Max Lives! Max to Change Its Name Back After Two Years
Variety Australia
Los entendemos, #HBOMax A nosotros también nos llaman de muchas maneras 🤭💙
@PrimeVideoLat on X
Put the word out there.
@HBO on X
HBO Max Is Back! The Streamer’s Name Ping-Pong Inspires Meme Mania
Fangirlish
Max who? HBO social teams steal the show in rebrand mess
MARKETING-INTERACTIVE
How memes saved HBO Max from the usual drama that follows rebranding
MARKETING-INTERACTIVE

Spread Score

How it works
Reach70Contagion35Breadth30Velocity65Longevity745

Numbers

Campaign impressions (entrant claim; method undisclosed)
10B
Self-reported · The Shorty Awards
Peak date
Week of May 20, 2025
May 14 ’25 to Week of May 20, 2025
Platforms
4
Started on X
Origin
Seeded
Entertainment

Mechanics

  • Unhinged voicePrimary
  • Response chain
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

HBO Max announced its returning name with a Jon Snow resurrection clip. Its accounts mocked the change with show clips, memes and planned talent appearances. Prime Video joined the joke, commenters discussed the campaign, and press covered the response.

Dates use the stated precision; chart positions are date anchors.

Google searchesMay ’25JunJulAugSepPeakPressXOpen webInstagram
PressXOpen webInstagram

14 more events on this chart

Join free to see them

Timeline (17)

  1. May 2025

    Warner Bros. Discovery precursor · May 14 ’25

    WBD announced at its upfront that Max would become HBO Max again that summer.[1]

    Open the first post ↗

  2. @hbomax seed · May 14 ’25

    HBO Max posted Jon Snow’s resurrection with the caption “Same app, new-ish name” at 14:28 UTC.[2][3]

    HBO Max Is Back! The Streamer’s Name Ping-Pong Inspires Meme Mania

  3. @StreamOnMax owner response · May 14 ’25

    Max quoted the Jon Snow seed and challenged X with “Your move, @X.”[4]

Origin
Seeded
Sector
Entertainment
Region
US
Campaign impressions (entrant claim; method undisclosed)
10B
Self-reported · The Shorty Awards
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Google searchesMay ’25JunJulAugSepPeakPressXOpen webInstagram
PressXOpen webInstagram

14 more events on this chart

Join free to see them

  1. May 2025

    Warner Bros. Discovery precursor · May 14 ’25

    WBD announced at its upfront that Max would become HBO Max again that summer.[1]

    Open the first post ↗

  2. @hbomax seed · May 14 ’25

    HBO Max posted Jon Snow’s resurrection with the caption “Same app, new-ish name” at 14:28 UTC.[2][3]

    HBO Max Is Back! The Streamer’s Name Ping-Pong Inspires Meme Mania

  3. @StreamOnMax owner response · May 14 ’25

    Max quoted the Jon Snow seed and challenged X with “Your move, @X.”[4]

  1. owner response · May 14 ’25

  2. owner response · May 14 ’25

Join free to see the other 14 events and the full chart. Free, on every case.

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