How HBO Ignited House of the Dragon's Marketing Campaign

The push to promote the new Game of Thrones prequel series was years in the making

Get the scoop from strategic media pros at Disney, YouTube and more just in time for upfront season at Convergent TV, March 21–22. Learn more.

On Warner Bros. Discovery’s earnings call in early August, CEO David Zaslav called House of the Dragon’s marketing push “the biggest campaign in HBO history.” It’s easy to see why.

The campaign for the Game of Thrones spinoff involved numerous engaging activations playing host to thousands of attendees; a dynamic AR app that lets fans raise dragons of their own; an official podcast that dives deeper into episodes each week; and several cross-portfolio promotions, leading to tens of millions of views for the trailers and teasers on YouTube and social channels.




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