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.

2016 One Show - Social Media

#CatchDrogon

Agency 360i / New York

Client HBO / Game of Thrones
BACK TO RESULTS

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%.