You Can Experience Westeros at SXSW This Year With HBO and Giant Spoon’s Immersive Game of Thrones Activation

Partnership with Red Cross promotes blood donation

The event asks attendees whether they'll "bleed for the throne" to get them to donate blood. HBO
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Last March, HBO and Giant Spoon gave SXSW attendees a taste of what it’s like to attend Westworld. This year, HBO has teamed up with the shop again to give fans of Game of Thrones the chance to experience the fictional world of Westeros ahead of the show’s final season premiere on April 14.

The experience, which will be held from March 7-9 at Fair Market in Austin (1100 E. 5th Street), is part of HBO and Droga5’s on-going “For the Throne” campaign. The company has also partnered with the American Red Cross, asking attendees “Will you bleed for the throne?” to get them to donate blood.

“We are incredibly excited to mobilize the global army of Game of Thrones fans to make a positive impact on the world,” said Zach Enterlin, evp of program marketing at HBO, in a statement. “In partnership with the American Red Cross, we’re creating a unique platform to engage our tremendously passionate fanbase, and ultimately showcase the bravery and valor of those fans who will go so far as to bleed for the throne.”

Fans will be able to check out Westeros and “interact with key plotlines from the series, walking in the shoes of those who have bled in seasons past,” according to a release.

“Every day, thousands of patients across the country are dependent on voluntary blood donors to help them fight for their lives,” said Cliff Numark, svp at American Red Cross Blood Services, in a statement. “Winter is finally here, and the needs are dire. No matter [whom] you’re rooting for to take the throne, you can be a hero for patients in need.”

It’s unclear what exactly the experience will entail, but if it’s anything like last year’s, we can expect hired actors, elaborate costumes and call-outs from the show.

To register, SXSW attendees can go to the event’s site to be part of the blood drive—or, if you’re not ready to bleed for the throne, just participate in the experience. For those who do plan to donate blood, Lyft is offering free rides up to $10 to the activation.

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.