MARCELO RUBRA copywriter

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Champion's Journey

Champion's Journey

OVERVIEW

The Champions League Final brings millions to HBO Max, many of them just for one match. To keep them watching after the final whistle, we recommended new content by speaking the cultural language of football fans.

The Champions League Final brings millions to HBO Max, many of them just for one match. To keep them watching after the final whistle, we recommended new content by speaking the cultural language of football fans.

The Champions League Final brings millions to HBO Max, many of them just for one match. To keep them watching after the final whistle, we recommended new content by speaking the cultural language of football fans.

A creative strategy that extended match-day energy into sustained content discovery across the platform.

A creative strategy that extended match-day energy into sustained content discovery across the platform.

PHASE 1: THE MAX RECAP

PHASE 1: THE MAX RECAP

PHASE 1: THE MAX RECAP

First, we emailed fans inviting them to revisit each finalist’s journey, reinforcing that HBO Max goes beyond live matches with highlights, replays, and deeper tournament content.

First, we emailed fans inviting them to revisit each finalist’s journey, reinforcing that HBO Max goes beyond live matches with highlights, replays, and deeper tournament content.

First, we emailed fans inviting them to revisit each finalist’s journey, reinforcing that HBO Max goes beyond live matches with highlights, replays, and deeper tournament content.

Mohamed Salah and Luis Díaz of Liverpool face Karim Benzema and Vinícius Júnior of Real Madrid in the 2021–22 UEFA Champions League final.

PHASE 2: THE NARRATED EMAIL

PHASE 2: THE NARRATED EMAIL

PHASE 2: THE NARRATED EMAIL

To scale excitement beyond football fans, official commentators André Henning and Ricardo Murguía narrated a special email, transforming a traditional CRM touchpoint into a match-day experience.

To scale excitement beyond football fans, official commentators André Henning and Ricardo Murguía narrated a special email, transforming a traditional CRM touchpoint into a match-day experience.

To scale excitement beyond football fans, official commentators André Henning and Ricardo Murguía narrated a special email, transforming a traditional CRM touchpoint into a match-day experience.

Promotional email with a play button for football-style narrated commentary.

Promotional email with a play button for football-style narrated commentary.

0:00/1:34

André Henning (Brazil)

André Henning (Brazil)

0:00/1:34

Ricardo Murguía (Mexico)

Ricardo Murguía (Mexico)

+25M

impacts

32%

listened to the narrated email

PHASE 3: THE PROMISE IN-APP MESSAGE

PHASE 3: THE PROMISE IN-APP MESSAGE

PHASE 3: THE PROMISE IN-APP MESSAGE

To retain football-only viewers after the Final, we spoke their language: superstition.

Fans made a “promise” for their team’s victory, each linked to HBO Max titles curated for football audiences and timed with upcoming releases.

Mobile app screen showing step one of an in-app message introducing the campaign promise.

Mobile app screen showing step two of an in-app message introducing the campaign promise.

Mobile app screen showing step three of an in-app message introducing the campaign promise.

+90K

promises made

After the Final, we called on fans of the winning team to fulfill it.

After the Final, we called on fans of the winning team to fulfill it.

Mobile app screen inviting users to fulfill their promise and watch Harry Potter films on HBO Max.

Mobile app screen inviting users to fulfill their promise and watch Game of Thrones on HBO Max.

Mobile app screen inviting users to fulfill their promise and explore shows related to The Big Bang Theory on HBO Max.

10%

fulfilled after the Final