An HBO Max exec explains how the streaming service retooled its launch marketing to focus on creating digital chatter among at-home consumers and carving out a distinct voice for its brand (T)

Business Insider

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· *HBO saw from shows like "Game of Thrones" how viral and culture-hitting moments can drive viewership, and its new sister brand, HBO Max, is embracing social and digital media leading up to its streaming debut. *
· *Katie Soo, who oversees growth marketing for HBO Max, told Business Insider how the forthcoming...

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