Observed Signal · Sep 2, 2026 · Marketing Campaign · Source: DWDL · Impact: 1/5 · Sentiment: Neutral
DMAX promotes TV formats with XXL street installations
DMAX, the German free-TV channel operated by Warner Bros. Discovery, is launching an out-of-home campaign that brings its programming to public spaces through oversized installations. The campaign, titled 'Der Herbst auf DMAX wird groß. Größer. Noch größer.', features XXL sculptures in Munich and Berlin. A six-meter-high red-and-white lighthouse with real beacon lighting marks the premiere of the documentary series 'Die Helgoländer' on October 6. A 2.30-meter gold panning fountain promotes the second season of 'Goldrausch: Macherey & Söhne', while a 2.20-meter gold-plated illuminated teeth sculpture on a base of money bundles highlights 'Kings of Cash'. The installations will be shown in Munich on September 5-6 and Berlin on September 12-13. A one-minute brand spot will also support the campaign. DMAX is also planning a screening premiere for 'Die Helgoländer' on Helgoland, coordinated with the island's ferry operators.
Minor regional marketing campaign for DMAX; no AdTech/MarTech implications beyond a TV broadcaster's OOH/experiential brand push.
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Key Takeaways & Evidence Grounding
- DMAX launches an OOH campaign with oversized installations in Munich and Berlin to promote its fall programming.
- A six-meter-high lighthouse with real beacon lighting marks the start of the documentary series 'Die Helgoländer' on October 6.
- A 2.30-meter gold panning fountain was created for 'Goldrausch: Macherey & Söhne'.
- A 2.20-meter gold-plated illuminated teeth sculpture promotes 'Kings of Cash'.
- The installations are displayed in Munich on September 5-6 and Berlin on September 12-13.
Connected Companies & Entities
1 Entity mapped“Anna Batorowski, Brand & Content Marketing Director bei Warner Bros. Discovery Deutschland, is quoted on the campaign....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
DMAX announces new firefighter documentary 'Feuerwache 1'
DMAX, a German free-TV channel owned by Warner Bros. Discovery, announced a new German original production titled 'Feuerwache 1 - Alarm in Ingolstadt'. The twelve-part documentary series follows the professional fire brigade of Ingolstadt in their daily operations and routines. It will premiere on October 8, 2026, airing Thursdays at 9:15 PM. The series is produced by Janus Productions on behalf of Warner Bros. Discovery, with Kerstin Gerlach serving as producer. This new format adds to DMAX's successful lineup of firefighter documentaries, which have consistently achieved high market shares among viewers aged 14-49.
Germany Unveils Largest DOOH Screen at Hamburg Hauptbahnhof
Ströer plans Germany's largest DOOH screen at Hamburg Hauptbahnhof, a transit hub with more than half a million daily visitors. The 38-meter-wide by 9-meter-tall display, named 'The Whale', will be embedded in the Public-Video-Giant-Netzwerk of oversized DOOH surfaces for indoor and outdoor use. The installation will show ten-second moving-image spots, up to 20 repetitions per hour, and will support day-specific creative changes as well as editorial content such as news and weather data. Alexander Stotz, CEO of Ströer Media Deutschland, describes the project as an innovation at the intersection of monument protection, digitization, and high-traffic venues, aiming to make digital outdoor advertising an immersive brand experience. The project extends Ströer's DOOH expansion, following the recent addition of a roughly 100-square-meter LED screen at Cologne's Lanxess Arena to the portfolio, signaling continued digitization of public spaces in Germany.
DMAX's 'Kings of Cash' Season 3 Goes to USA
DMAX announced the third season of its docu-soap Kings of Cash – Die Pfandleiher. The new season comprises 20 episodes (five more than the first two seasons) and returns to weekday early-evening programming, airing Monday–Friday at 19:15 beginning 7 September. Production is again handled by BluePrint Media. Filming will revisit German locations (Karlsruhe, Bochum, Nürnberg, Berlin, Siegburg) and, for the first time, also include behind-the-scenes coverage at the US pawnshop Paramount Pawn in Florida, where Karlsruhe pawnbrokers Florian and Jabez participate in day-to-day operations.
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