More Than 100 Brands Collaborated With Game of Thrones. Here Are the Best Stunts

Johnnie Walker, AT&T, MeUndies and more

Game of Thrones' SXSW activation was just the tip of the iceberg when it came to HBO's marketing and brand partnerships for the final season. Dianna McDougall for Adweek
Headshot of Sara Jerde

You may have heard that a little show called Game of Thrones is returning to HBO on Sunday.

From custom Oreos to whiskey to just about any other product that you can think of, winter has come to a slew of brands, which partnered with HBO to drum up interest in the hit show’s eighth and final season. And if you think you have a sense of just how many, well then, you know nothing, Jon Snow.

HBO said Game of Thrones has more than 100 licenses globally, making it the most-licensed program in network history. Ahead of the Sunday’s Season 8 premiere, here’s a look at some of the most interesting, strange, fun partnerships—sanctioned and not—that have come out of the hit HBO program:

MGM Resorts

The famed Fountains of Bellagio in Las Vegas were choreographed to Thrones’ iconic theme song this week:

Adidas

One look at this line of sneakers and you get Westeros vibes. Under a partnership with Adidas, Game of Thrones colors came to life in the form of footwear. Six versions of the Ultra Boost 4.0 retail for $180.

Josh Rios

Red Cross

Red Cross got in on the bloody history of the series and asked folks to donate blood. Those who do so this month can get a Game of Thrones poster (while supplies last) and a chance to win a full-size Iron Throne. The sentiment was also in full swing at the show’s SXSW pop-up this year, in which attendees were encouraged to donate blood.

Video: Josh Rios, Dianna McDougall; Edit: Nick Gardner

Mountain Dew

Mountain Dew made over its cans to reveal Arya Stark’s kill list when they get cold. The stunt went a step further when the brand sent a raven—literally, actress Raven-Symoné—to offices around New York (including Adweek’s) to deliver the message.

Oreos

Limited editions of Oreos hit the shelves ahead of the season premiere in four unique designs as nods to the show, including a dragon (the Targaryens), a wolf (the Starks), a lion (the Lannisters) and a White Walker.

Brewery Ommegang

The New York-based brewery released a new beer, called For The Throne, as part of a multiyear partnership with HBO. The 9.5% ABV strong golden ale first became available earlier this month. The beverage company described it as having “flavors of sweet malt and honeydew.”

Major League Baseball

MLB partnered with HBO to make bobbleheads, manufactured by FOCO, designed with their favorite mascots posing with the Iron Throne. Each team has been designed with the mascot, an ice dragon and the Night King.

OKCupid

OKCupid allowed users to alert them when there was a Game of Thrones fan in their midst. The dating app allowed users to display a badge if they said they watched the HBO show. The company found that there were almost 2 million mentions of the show in user profiles.

AT&T

The wireless company had its own GOT takeover, and transformed its flagship stores in Boston, Chicago, NYC and San Francisco to look like the show. The stores featured VR and AR experiences, with memorabilia and costumes from the series. AT&T customers also had access to exclusive Game of Thrones accessories in the stores.

Bud Light

HBO kicked off its Game of Thrones campaign earlier this year when it partnered with HBO on a massive Super Bowl commercial that paired HBO’s Mountain against Bud Light’s Bud Knight. Ultimately, the charade ends in fire.

John Varvatos

If you’ve ever wanted to look like a character from Game of Thrones, here’s your chance. There’s a Winterfell leather jacket ($2,698) or a Casterly Rock hemp jacket ($1,698) or a dragonstone linen jacket ($1,498) for your pleasure. If that’s too expensive, there are also $100 T-shirts.

Tervis

Of course, it gets chilly while traveling among the seven kingdoms. As part of a collection from Tervis, you can select several popular phrases from the series to put on a mag, like “mother of dragons” or “winter is here.”

New York Media

New York Magazine and its sister sites, The Cut and Vulture, had Game of Thrones homepage takeovers, starting today, featuring ravens and spooky typeface that mirrored the show’s aesthetic. It was the first cross-site takeover for the brands timed for the show’s premiere.

MeUndies

If you want… dragons on your unders … “MeUndies” is the place to go! The company released underwear, socks and jammies with dragons to tease the show.

https://www.instagram.com/p/Bv1s7dnFKWZ/?utm_source=ig_web_button_share_sheet

Urban Decay

It’s hard to think of Game of Thrones without thinking of the show’s dramatic makeup. Don’t fear! Urban Decay had a whole line of  products, from themed eyeshadow palettes to brushes shaped like swords to commemorate the occasion.

Johnnie Walker

North of the wall, it’s a cold place—which means there’s no better time for a little sip of whiskey to warm you right up. Enter Johnnie Walker, which created a limited edition scotch whiskey to honor the last season. The bottle, designed with a Walker-esque take on a White Walker, reveals a special hidden message when frozen: “Winter is Here.” Chilling.

Alex and Ani

The jeweler, known for its charm bracelets, released an entire Game of Thrones collection, including a special Targaryen charm bracelet (for $39) featuring an egg, a dragon’s head and an arrow (symbolizing dragonglass) to channel Daenerys Targaryen. It was designed to “embody” her “positive energy,” the company said.

Shake Shack

Perhaps if the seven kingdoms could only bond over some shack burgers … The burger chain got in on the GOT action with a secret menu, including a Dracarys Burger and Dragonglass shake.


@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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