Why Home of the Dragon’s Advertising and marketing Fooled Followers on Function


HBO’s Home of the Dragon Season 2 advertising is fueling the fireplace of discourse, leaving followers questioning every part from their allegiances to their realities.

In partnership with Big Spoon, RQ and Busterwood, HBO and Max rolled out a worldwide marketing campaign immediately involving followers for Season 2 of the Sport of Thrones prequel, making them select a aspect within the Targaryen civil warfare between the inexperienced banners of King Aegon II (Tom Glynn-Carney) or the black banners of Queen Rhaenyra (Emma D’Arcy).

The marketing campaign kicked off in the direction of the tip of March with dueling trailers asking followers to decide on a aspect, with the trailers breaking Max viewership information. Then, it developed into the message of “Increase Your Banners,” with AI-generated posters, influencers weighing in and even a dragon showing on prime of the Empire State Constructing.

Plus, banners appeared around the globe to assert landmarks for both aspect. Or did they?

In June, HBO and Max got down to divide New York, claiming the New York Inventory Change, Rockefeller Heart, Grand Central Terminal and The Mets’ Citi Discipline for both the inexperienced aspect or black aspect with bodily banners. Native NYC bars and eating places additionally joined in, providing customized meals objects and unique Home of the Dragon merch.

Nevertheless, along with the bodily activations, 32 establishments worldwide additionally donned CGI banners that have been amplified on social and thru varied companions and influencers. And the outcomes set the web ablaze.

“Increase Your Banners” drove over 1.4 billion estimated social impressions the week of the June 16 premiere*, in response to information from CreatorIQ offered by HBO and Max. And that’s with out counting press.

For example of the digital activations, the Brooklyn and Manhattan Bridges raised banners for Crew Inexperienced and Crew Black, respectively, in a viral CGI stunt. Different world landmarks, together with the Eiffel Tower, Sugarloaf Mountain in Rio de Janeiro, Sydney Harbor and Al Ula in Saudi Arabia, adopted swimsuit.

“What we wished to do was create a collection of stunts around the globe that simply blurred the traces between bodily and digital, after which we began seeing folks query, ‘Is that actual?’” Pia Barlow, evp of originals advertising at HBO and Max, informed ADWEEK. “What’s actual? What’s not actual? On the finish of the day, it didn’t matter. It was all about taking that easy name to motion, making it world and to get folks speaking, which we did.”