The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Consumer - Branded Social Campaign / Branded Social Campaign
Annual ID
SM16025M
About the Work
To drive fan interaction on Games of Thrones’ Season Five premiere day, HBO gamified Twitter with an interactive, social dragon hunt for the most elusive beast in the Realm. To play, fans lured Drogon by posting “bait” to their social feeds, waiting for him to appear, and retweeting him before we deleted the tweet and he “flew away.” Fans posted bait from our Giphy Bait Shop, or they created their own to try to snare the dragon. We encouraged fans to play with cross-platform promotions on Facebook and Instagram, and encouraged them to team up to win exclusive prizes from the show. Within two hours, #CatchDrogon trended on Twitter and Facebook, attracting influencers, celebrities, brands, and the press. In one day, #CatchDrogon generated 1 billion impressions and 6.6 million interactions. Season Five’s premiere became the highest rated episode in series history, and beat Season Four’s premiere by 20%.
2016 Awards
Total Points: 5
Merit
Credits
Agency
360i / New York
Production Company
HBO / New York
Art Director
Doug Murray
Michael Dooley
John Ta
Chief Creative Officer
Pierre Lipton
Creative Director
Michael Nuzzo
Adam Gloo
Emily Sander
Producer
Amanda Kwan
Social Media Manager
Marty Zelenko
Emily Giannusa
Michael Hoffman
Writer
Andrew Hunter
Content Strategist
Caroline Tseng
Creative Team
Josh Lenze
Audri Nakamura
Maria Grimaldi
Alden Millar
Sabrina Caluori
Jim Marsh
Robert M. Ball
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