We launched a cross-media promotional campaign that started by delivering hand-crafted boxes to HBO's top 50 celebrity influencers such as Stephen Colbert and Bruno Mars. The influencers completed their 'mission' by sharing exclusive content with fans in social media, who totally freaked out over them. The demand became so high; we gave boxes to sites like Mashable who hosted contests to win one. Then we launched 'Join the Realm', a website for fans to create and share their own House Sigils, followed by an experiential event featuring groups of street musicians playing the opening theme song in NYC and LA.

The campaign resulted in one of HBO’s biggest premieres of all time:

80+ MILLION IMPRESSIONS

10+ MILLION ENGAGEMENTS

6.7 MILLION LIVE VIEWERS, A 13% INCREASE OVER PREVIOUS SEASON PREMIERE

65 celebrity influencer tweets generated 87% of total impressions, in just two weeks.

'Join the Realm' recorded 9.6+ million sigils created by fans before the season 3 premiere. Since then, the engagement has been sustained as proven by the 16 million sigils created to date by followers: a 67% growth since 2013.

The CPM of the activation ($3.8) was 34% less than the average cost of a digital ad.