Live Sports Launch

The Ask:

Launch live sports for the first time on HBO Max in the US. Connect the young, diverse audience who follow soccer with the action they crave, and their favorite stars.

Solution:

Create a seamless live experience that positioned the Sports genre page as a live event destination. We used the star power of the women’s team and the World Cup buzz from the men’s team to build awareness, so fans know when games are happening and how to jump into the action with one click.

My team and I built in three customer touch points: Pre, Live, and Post-Match. Working within product limitations, the Sports genre page flipped to a US Soccer hub and teased upcoming matches with single-title components that led to hype videos and highlights.

The Result:

An absolute golazo for the platform, setting up a scalable go-to-audience strategy for live events.

When games went live, the homepage hero flipped to a click-to-play asset to make it easy for fans to find the game. Even the sports media was impressed.

I also worked with social media and on-channel marketing teams to make sure fans could set reminders for kick-off.