Social Media

HBO Rallies the Realm to Catch Drogon for ‘Game of Thrones’ Premiere

April 13, 2015

To celebrate the Season 5 premiere of Game of Thrones, last evening client HBO and 360i, rallied the realm to help locate Drogon – Daenerys Targaryen’s most fierce dragon that went missing towards the end of Season 4.

In the world’s largest dragon hunt, we enlisted the help of Game of Thrones fans everywhere to #CatchDrogon by luring him to their Twitter, Facebook and Instagram feeds, then retweeting or commenting before he flew away to catch him. To help in the quest, HBO and 360i launched a digital “bait shop” hosted on Giphy, where fans could choose their own bait with which to lure in Drogon (e.g., pigeon pie, The Hound’s chicken, etc.).

 01_GiftingEggs Chicken
Fans that weren’t quick enough were notified with a GIF of Drogon flying away, while those lucky fans that made the catch were surprised with unique content and in some cases physical prizes.

To help spread the word and create Drogon-specific content, we partnered with influencers including Clay Rodery (an artist who created artwork for the ‘Beautiful Death’ series), celebrities including Grumpy Cat and Eli Roth, Game of Thrones talent Iwan Rhoen (Ramsay Bolton), as well as Superfans of the show.

Here are a few highlights from the evening:

#CatchDrogon is HBO Game of Thrones’  latest effort in a series of ways the brand is successfully engaging with fans of the show, including #RoastJoffrey and #TaketheThrone.

You can catch episodes of Game of Thrones Sundays at 9 p.m. EST on HBO.