HBO, For The Throne

@Droga5

The year is 2018.

Game of Thrones, the biggest show on TV was coming to an end.

We didn’t have a script or a trailer, but and we knew the show had die hard super fans in every C-suite, marketing department, and boardroom and who’d be willing to do anything to be a part of the final season.

So instead of partnership, we instead asked each brand for an act of devotion - a pound of flesh for a piece of GOT’s IP.

Slaying SUper bowl LII

The first act of devotion happened right after halftime when Budweiser let us kill their Bud Light mascot - the Bud knight - in a style of execution every game of thrones fan would recognize from Season4 Episode8.

Not only did we win the Super bowl, but the spot set the bar for the levels of devotion and sacrifice brands had to make to be a part of our campaign.

Directors: David Nutter & Spencer Riviera
Editor: Paul Martinez
DP: Jonathan Freeman

THEN We asked for blood
real blood

Partnering with the Red Cross, we created immersive events at SXSW and pop up events all across the world to exchange pints of blood for photo ops and light role playing from our global fans, earning more than half a million donors world wide.

43 out of 50 states took part with some 350,000 people contributing from the United States alone, while countries as far out as Norway, Sweden, South Africa, Kenya, Ghana, Botswana, Hungary, Poland, Romania, Czech Republic, Bulgaria, Serbia , Greece and Croatia, all ran their own drives.

then We made a REAL game
of thrones

We didn’t want the fun to be isolated to a few events, so we made a challenge anyone with the internet could take part in:

6 iron thrones, in 6 remote locations, on 6 different continents,
a world wide scavenger hunt that would take the whole internet and true courage and grit to win.

over 100 brands
BENT the knee

Over the next months, more and more brands across every industry came forward to collaborate with us, and we pushed them to do things and make incredible stunts that only fans would recognize.

what’s HIGH VALYRIAN for “extra bacon?”

We worked with Shake Shack and David J Peterson (the creator of Game of Throne’s fictitious language “High Valyrian”) to develop a secret menu you could only order if you spoke Valyrian.

AN nba Team
renames ITself

Minnesota Timberwolves adopt the sigil of House stark - the Direwolf, to become the “Minnesota Direwolves” for the 2019 NBA playoffs.

lots of OREOs
were harmed

Oreo and 360i made 30,000 Oreos do the game of thrones opening credits.

Mountain Dew tore its face off its cans

To become the infamous faceless man can,
as Arya did in in Season 5 of the show.

Johnny turned white walker

Deagio turned turned their founder and mascot Johnny into an ice zombie or “White Walker” the penultimate foe from the season finale.

The Belagio SET its fountain ablaze

The most famous fountain in LasVegas turned into flames for the Throne, a nod to the show’s use of Wildfire in season 6.