The Challenge
Max wanted to increase engagement — not just attract more subscribers.
With “prestige storytelling” at its core, Max was rebranding as the Tiffany’s of streaming, focused on quality over quantity.
Our task? Make people spend more time in the app, stay loyal, and feel more connected to what they watch.
The Insight
In the streaming war, time-in-app > subscriber count.
People return to platforms that reward their attention, reflect their tastes, and give them something to share.
Today’s viewers don’t just watch — they post, react, compete, and connect.
The Idea
Gamify the Watch.
We pitched new app features that transformed passive viewing into a shared experience — extending the “Max” moment beyond the screen.
Key Features Proposed:
Watch Badges
Earn digital badges for genre exploration, rewatches, or finishing entire series.
→ Promotes discovery, completion, and habitual use.
Social Lists + Friend Mode
Add friends, see what they’re watching, and build watchlists together.
→ Encourages recommendations and repeat visits.
Live Reactions Feed
Comment with friends on premieres or season finales — like a group chat built for streaming.
→ Taps into cultural moments and FOMO.
Why It Worked
We framed engagement as a measurable, culture-backed ROI:
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Encourages habitual app behavior
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Boosts social sharing + earned media
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Generates data for smarter recs
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Reduces churn and increases retention
My Role
I helped reposition the campaign after early feedback, aligned our ideas with the “prestige” vision, and co-led strategy for gamification and social integration.
We moved from generic community tactics to a concept that deepened loyalty without diluting the Max brand.