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Jun 24, 2024
(Updated on
Jun 24, 2024
)

Raise Your Banner: Inside the Epic Marketing Campaign for 'House of the Dragon' Season 2

"House of the Dragon" is back for its highly anticipated second season, and fans of the Game of Thrones universe are buzzing with excitement. As the prequel series to the beloved "Game of Thrones," "House of the Dragon" dives deeper into the rich and tumultuous history of Westeros, offering more of the gripping storytelling and intricate characters that have captivated audiences worldwide.

House of the Dragon
Photo from HBO

The anticipation for the new season has been palpable, fueled by an innovative and expansive marketing campaign. This time around, the marketing tactics are bigger and better, designed to engage fans on a whole new level. From immersive experiences to interactive social media campaigns, the show's marketing team has pulled out all the stops to ensure that "House of the Dragon" remains at the forefront of viewers' minds.

Duelling Trailers: Choose Your Side

To kick off the promotion of the show, the creators put an exciting twist on the usual trailer release by launching duelling trailers for Season 2, each representing a different team. The Max YouTube channel debuted the Official Green Trailer and the Official Black Trailer, showcasing the two Targaryen factions in the series. This clever marketing strategy aims to build hype and reinforce the idea that neither faction is inherently good or bad. By allowing audiences to choose their side, the campaign taps into the viewers' desire to engage more deeply with the story and characters, further intensifying the anticipation for the upcoming season.

Global Projections: Bringing Westeros to Major Cities

In major cities around the world, fans were greeted with larger-than-life projections of iconic scenes and characters from the beloved series. Cities like New York, London, and Tokyo saw spectacular displays featuring dragons, epic battles, and the sigils of noble houses, igniting excitement on social media and building anticipation for the new season.

Enormous Digital Banners: Rallying the Fans

Adding to the real-world excitement, enormous digital banners were hung in prominent locations, inviting fans to pledge their allegiance in the upcoming Targaryen civil war. These banners vividly depicted the two factions: Team Green, led by Alicent Hightower, and Team Black, led by Queen Rhaenyra Targaryen, further fueling the buzz and engagement among the fanbase.

@jojohalpern the house of the dragon promotional campaigns are FIRING UP! team green and team black banners are raising all over the world with more being revealed every day it seems. from nyc, to brazil, france, and spain, the world of game of thrones is returning in a big way. and your fav targaryens return in just a few days on hotd!! finally, a show with a good plot to root for. and by that i mean rhaenyra 🖤🖤 @Max @HBO @Game of Thrones #houseofthedragon #hotd #targaryen #booktok #gameofthrones #got #nyc #mexico #rhaenyratargaryen #daenerystargaryen ♬ original sound - jojo | pop culture stuff

New York's Epic Rivalry

In New York, the campaign took a creative turn by pitting prominent buildings and landmarks against each other, almost as if they were participants in a grand rivalry. For instance, the Brooklyn Bridge was designated as team green, while the Manhattan Bridge represented team black. This imaginative approach created a sense of competition and involvement, making it feel as though these iconic structures were part of the epic conflict.

Empire State Building: A Spectacular Fan Experience

Between June 10th and June 20th, the Empire State Building joined in the celebration of the new season by pledging allegiance to the green team. The 80th floor was transformed into an immersive experience for fans. Here’s how they transformed the iconic building:

Vhagar, Aemond Targaryen's Dragon: In a never-before-seen spectacle, Vhagar, the dragon, was depicted curling around the mast. Guests with tickets had the unique opportunity to get up close and personal with a life-size dragon!

Interactive Experiences: Visitors were among the first to experience Zynga’s “Game of Thrones: Legends” mobile game. Additionally, they could immerse themselves in the "Game of Thrones" universe with a personalized video created in an interactive photo booth.

Themed Treats: House of the Dragon-inspired dragon fruit sorbet, infused with tequila and orange liquor, was available. This treat was garnished with Dragon's Breath Rock Candy and included a mini dragon toy figure.

Exclusive Giveaway: From June 11th to 13th, guests had the chance to enter a giveaway for an exclusive seat at the House of the Dragon Season 2 premiere. The premiere took place on June 16th at 9 PM on the 80th floor of the Empire State Building Observatory. A total of 40 guests were randomly selected to attend, each with a plus one.

This transformation of the Empire State Building provided a unique and memorable experience for fans, blending the iconic landmark with the captivating world of "House of the Dragon."

The New York takeover gained momentum with exciting collaborations with local restaurants, each proudly declaring their allegiance to a team. These partnerships introduced themed menu items inspired by the show, adding a unique twist to the dining experience. For instance, Leon’s Bagels featured a quirky creation called the "Bacon, Aegon & Cheese" bagel, tinted a funky green. This creative collaboration not only delighted fans but also deepened the show's cultural footprint in the city.

Photo from HOTD Instagram 

AI Integration: Raise Your Banner 

HBO has enhanced the fan experience by integrating AI technology, allowing fans to immerse themselves in the world of House of the Dragon. This innovative feature lets fans create AI-enabled digital posters, transforming themselves into characters from Westeros, encouraging fans to “Raise Your Banners.” By doing so, they can publicly declare their allegiance to either the Black or Green faction, deepening their engagement with the show and its intricate storyline.

Visual Branding: A Crucial Element

The banners have sparked considerable debate among fans, primarily due to their colours. Many fans feel that the dark green and black used in the banners are too similar, making them difficult to distinguish visually. The green lacks the vividness they anticipated, and under certain lighting conditions, the black can be mistaken for dark green. This has highlighted the critical importance of distinct visual branding, particularly for a series that revolves around themes of dragons, revenge, and intricate allegiances. The campaign's effectiveness hinges on clear and impactful visuals that resonate with the audience, underscoring the need for careful colour selection in branding.

In addition to the show, HBO offers the "Official Game of Thrones Podcast." Hosted by Jason Concepcion and Greta Johnsen, this weekly podcast features exclusive interviews with the show's writers, cast, and crew, providing fans with behind-the-scenes insights and a wealth of thoughts and opinions. This podcast is a brilliant marketing strategy as it deepens fan engagement and fosters a sense of community among listeners. By offering exclusive content and insider perspectives, the podcast keeps fans connected to the show even between episodes, building anticipation and loyalty. It also serves as an additional platform for promoting upcoming events, merchandise, and other related content, ensuring that "House of the Dragon" remains a central part of the pop culture conversation.

Photo from HBO

As "House of the Dragon" gears up for its second season, the immersive and expansive marketing campaign has successfully reignited the excitement and passion of fans worldwide. Through innovative tactics and creative collaborations, the show continues to capture the hearts and imaginations of its audience. With the promise of more thrilling episodes and captivating storylines, the world of Westeros remains a place where fans eagerly return, ready to pledge their allegiance and dive deeper into the epic saga. Keep watching for more exciting marketing tactics as Season 2 episodes are released, with Season 3 already announced for renewal.

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