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.

2020 One Show - Social Media

For The Throne: Quest

Agency Droga5 / New York

Client HBO
BACK TO RESULTS

Annual ID

OS_SM20_071M

About the Work

In Game of Thrones, characters have sacrificed everything to sit on the Iron Throne. But in the real world, fans have had it far too easy. So we put them to the test, dropping 360 videos of six full-size thrones in six remote locations, each thematically tied to a kingdom in Westeros. We challenged fans to find them before time ran out using GoT lore, cryptic clues and hints within the videos: time of day, geography, wildlife sounds etc.. Fans immediately banned together to analyze the footage to pinpoint them. After going down a digital rabbit hole, they then had to brave the harshest elements in the real world. Some even went to the edges of the Earth to sit on them. The first to each throne got a ticket to the premiere; the rest got an epic selfie. The world watched as over 30,0000 fans from 93 countries dropped everything to travel 4.8 million KM to complete the quests before time ran out. We generated 38K online mentions, 29.4K social comments,1.4K articles and news segments with a 1.6B reach, and $14.8M in advertising value equivalency from news and broadcast coverage.