Send a Raven: Game of Thrones Will Transform New York Media’s Websites on Friday

The Cut, Vulture and nymag.com are getting a Westeros-themed makeover

Game of Thrones is taking over New York Media's websites, from Friday to Sunday. New York Media
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New York Media’s websites, including nymag.com and sister brands The Cut and Vulture, are about to get a visit from Game of Thrones’ ravens.

In partnership with HBO, a Game of Thrones takeover will launch Friday on those sites and run through Sunday, when the final season of the hit show premieres.

The ravens, created in-house, can be seen flying over the page before one of them settles on the site’s new logo. The individual homepages will transform with typefaces and a layout that is more fitting for Westeros, the continent where most of the show’s action takes place.

HBO and New York Media had initially discussed taking over only Vulture, but expanded the partnership to include nymag.com and The Cut. It marks the first time the New York Media brands have executed a cross-site takeover.

“We worked in tandem with HBO to create the authentic-looking typeface and parchment design; our in-house creative team came up with the headlines about the show as well as appropriate imagery, custom for each vertical,” said Jackie Cinguina, head of sales marketing at New York Media, in a statement.

As the Game of Thrones Season 8 premiere nears, hundreds of brands have been trying to capitalize on the widespread interest, including Mountain Dew, which designed a can that reveals Arya Stark’s kill list when it is cold.


@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.
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