HBO asked Campfire to help build buzz for the premiere of their new series Game of Thrones. To do this, Campfire concepted an immersive fan engagement program based around the 5 senses.

Challenge

HBO partnered with Campfire to raise awareness and drive anticipation for the launch of its new series Game of Thrones, based on George R.R. Martin's series of epic fantasy novels. The novels already had a passionate and connected fan base, but HBO sought to activate fans and drive buzz in the weeks leading up to the premiere. Following Campfire's success in launching True Blood, HBO returned to its long-time agency partner to build an audience for its biggest launch of 2011.

Execution

To raise awareness for Game of Thrones, Campfire created a sequence of experiences based on the five senses, introducing audiences to HBO's world of Westeros, the mythical setting of Game of Thrones. The campaign was carefully designed to demonstrate the attention to detail that HBO brought to creating Game of Thrones, by evoking the visceral nature of touch, taste, sight, sound and smell in a series of immersive storytelling experiences.

The multi-sensory fan engagement experience combined innovative marketing tactics with complex challenges for fans at themaesterspath.com. In the weeks leading up to the Game of Thrones premiere, Campfire launched five experiences over five weeks.