HBO Max’s Legendary | Season 1

A social campaign amplifying the voices of LGBTQIA+ culture in a reality competition series exploring the world of ball culture.


DMM was tasked to launch Season 1 of Legendary, positioning it as a competition show unlike anything anyone has seen before. Leaning into the spectacle as well as the richness and depth of Ball and LGBTQIA+ culture, the show captivated fans and created a larger sense of community.


HBOMax partnered with Digital Media Management (DMM) to build awareness and excitement for its latest competition series. DMM’s platform, creative and talent services teams delivered a 360 social campaign that involved launching and managing the show’s social handles, incorporating on-set captures, and executing custom creatives. Our strategy involved amplifying the voices of ballroom, working directly with talent to tell their stories, and educating the masses on the culture. To keep up with the trends and remain relevant, we implemented a reactionary social calendar, responding to both fan-favorite moments as well as current events, such as the Black Lives Matter movement. ighlighting the show’s Black and queer voices–the same voices that built ballroom, we created specialized assets and talent activations including interviews, Live classes, and videos. Our engagement strategy focused on emphasizing the Houses’ sense of community, welcoming fans into the House of Legendary.

Legendary’s social campaign garnered over 96K total followers, 10.9M video views and 1.3M engagements. Our responsive strategy not only earned rapid social growth, but helped establish the account as a credible voice of ballroom culture.