With Rep the Realm, HBO looked to engage young people in a variety of demographics, including African American and Latino viewers, who are on the cutting edge of style, fashion and culture. HBO Multicultural Marketing focused in on the streetwear industry and its surrounding culture to approach these audiences with a limited-edition capsule collection.

HBO collaborated with some of the most coveted designers in the streetwear industry who also had a passion for Game of Thrones, including Carrots, Billionaire Boys Club, 40’s and Shorties, Koio, ALIFE, V/SUAL, and Dee & Ricky. Each designer created unique, original micro capsule collections inspired by a moment or character in the series, which were released following each Season 7 episode to continue building buzz and anticipation.

Finding the right companies and designers for the job was key to the project, allowing HBO to collaborate with designers who created products ranging from apparel such as an ALIFE Hoodie utilizing the HBO and GoT logo, product including the V/SUAL skateboard deck series featuring the Westeros map, and accessories including the Dee & Ricky enamel GoT character pins. The designers were each engaged to draw upon their fandom of the series and incorporate their passion points from the show. The selected designers were each unique in their space, ensuring that there was a variety of products created and allowing each brand to shine within their designated space. The variety also allowed HBO to reach a diverse range of viewers with unique interests. By finding the right designers, HBO was able to encourage a new look at the show among existing fans and new ones alike.

Rep the Realm was a huge success, which engaged a diverse Game of Thrones fan community. The surrounding press campaign resulted in 90 press hits for 9M in press impressions, allowing “Game of Thrones” to show up in unexpected ways across media publications like High Snobiety, Hypebeast, Refinery29, Forbes, Design Taxi, and more. The supporting influencer campaign resulted in 80 influencer posts for 24M in social reach, which continued HBO Multicultural Marketing’s ability to reach various segments of the fan community, while building authentic buzz each week.