To create excitement around the release of Game of Thrones: The Complete Second Season on DVD, Campfire invited fans to swear a communal pledge of honor and service to The Night’s Watch. Visitors to the site could add their voice to the “oath chorus” – as Jon Snow (as voiced by actor Kit Harrington) lead fans in the interactive experience.
On the evening of the release, we invited fans to an immersive launch-night event at the Union Square Best Buy in New York City. Fans were serenaded by musician Jason Yang playing songs from the Game of Thrones soundtrack, they watched the creation of a life-sized Direwolf ice sculpture and were served food, cooked by Inn at the Crossroads (the foremost blog and cookbook showcasing offerings of the book and series).
