A Fiery Social Campaign
House of the Dragon
PROJECTHouse of the Dragon is the prequel to the iconic HBO series Game of Thrones. The series focuses on the Targaryen royal family and its internal conflict for power, and it’s characterized by its best-in-class cast and of course, the dragons that the Targaryen family rides.
I want to take you on a ride through the House of the Dragon Social Media campaign I led for Latin America. Hold on tight.
TALENT-DRIVEN CONTENTThe House of the Dragon cast is simply spectacular and has become iconic ever since its release, and in red carpets, premiere events and PR junkets, we had the opportunity to record great content with some of them. Here’s a selection of it.
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TWITTER ACTIVATIONAre you House Targaryen, House Hightower, or House Velaryon? This was the question that many people were asking each other leading up to the season finale of House of the Dragon.
In partnership with Twitter, we created a one-of-a-kind activation to create buzz and conversation leading up to the finale. This is how it worked: First, we created and posted a special kind of tweet asking people to join the activation. With the help of Twitter technology, when people liked this tweet, an algorithm analyzed the public information on their profile looking for certain factors (for example, how old their account is, or how many followers they have), and based on what it found, it would automatically reply and assign them which House they would be, and what role they would play in the House of the Dragon universe.
The replies became shareable media that people proudly shared all around social media, generating organic buzz, and bringing more and more people to our activation. And we pushed the envelope even further by running a paid Twitter campaign with the CTA tweet.
Original CTA Tweet
Some of the Possible Roles
ACTIVATION RESULTS