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2018 ADC Awards - Interactive

Game of Thrones: Ice & Fire

Agency 360i / New York

Client HBO
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Annual ID

ADC_INT18064M

About the Work

Production issues delayed Season 7 of Game of Thrones. Leaving diehard fans desperate to know when their favorite show would return. The hype was real. We wanted to make the Season 7 date announcement live up to the anticipation of fans – and intense drama of the show. A simple post wouldn’t cut it. So, we created a must-see Facebook Live event. Where fans could control the reveal of the premiere date… with fire. By sealing the premiere date in 400lbs of ice, we put fans in control. Turning their live comments into powerful bursts of fire. Giving them a chance to interact with their favorite show, and rewarding that participation with cast cameos and surprises. Fans commented at an unprecedented rate of 16k per minute. With over one million comments in under an hour. Turning a simple premiere date announcement – into a live, viral, global event.