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2020 One Show - Public Relations

For The Throne

Agency Droga5 / New York

Client HBO
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Annual ID

OS_PR20_025S

About the Work

Leading into its final season, the whole world wanted to be part of Game of Thrones. But there’s no easy paths to the throne. So we asked the world: How far would you go? #ForTheThrone. Fans of all kinds answered our call in a highly orchestrated web of digital and real world activations. We murdered the Bud Knight at the Super Bowl in true GoT fashion. We convinced Shake Shack to create a secret Valyrian menu. We stripped all branding from Mountain Dew cans to create “A Can with No Name.” We turned the NBA’s Timberwolves into the Direwolves. We got 30,0000 fans to travel 4.8 million KM on quests to sit on hidden Iron Thrones. And we helped 300,000+ fans make blood sacrifices, saving 1,048,980 lives. Fan engagement propelled this campaign to become the biggest marketing effort in HBO history with $175,999,000 in earned advertising value. #ForTheThrone wasn’t lost in the noise of GoT fan fervor – it became the noise. Our hashtag took over 25% of the social conversation around the show for six months. We generated 6.7M campaign mentions in social, 8.7K broadcast clips, 10K articles, 19B potential reach.