Winter is coming … in July.
Ahead of House of the Dragon’s Aug. 21 debut, the network is rolling out a new global augmented reality app and a San Diego Comic-Con activation as it ramps up the marketing campaign for its Game of Thrones prequel.
Fans can enjoy the interactive House of the Dragon: The Dragon’s Den experience at Comic-Con, from July 21-24.
Created by agency Giant Spoon, House of the Dragon: The Dragon’s Den lets Comic-Con attendees experience a ceremonial dragon hatching, allowing fans to step into King’s Landing to interact with the locals and select their own dragon egg. From Dragonstone to the Red Keep, a Dragonkeeper will guide guests through seven phases, where they will have special interactions and sensory elements, conveniently brought to the World of Westeros by Bose.
House of the Dragon has already teased a more massive, Targaryen-era Iron Thron in its trailers, and fans will be able to experience the upgraded seat for themselves, as the activation culminates in a photo opportunity on Westeros’ most coveted metal chair.
“We are excited to reignite the Game of Thrones fandom and franchise by bringing Westeros back to Comic-Con after a three-year hiatus,” Pia Barlow, evp of originals marketing at HBO Max, said in a statement. “We’re creating an immersive experience that will allow old and new fans alike to engage in a unique journey, bringing them closer to the Westeros featured in the new series House of the Dragon.”
Comic-Con attendees also have the opportunity to receive fast-pass tickets for the experience at designated HBO Max Drop Zones.
Once participants have proven themselves to be true Targaryens, they can essentially become their own version of the Mother of Dragons, hatching a personalized, virtual dragon egg through a new augmented reality app, House of the Dragon: DracARys.
Powered by Niantic Lightship and produced by The Mill, House of the Dragon: DracARys, allows fans to raise their own dragon at home. The app is rolling out globally with full functionality on July 25—and will be available in the Apple and Google Play app stores starting July 20—but San Diego Comic-Con attendees will have the exclusive chance to use its dragon-hatching features early.