After the success of the Game of Thrones (GOT) series broadcast on HBO Max, where the last season broke all audience records in the history of HBO Max, the platform launched in Spain the exclusive premiere of the prequel to the series: House of the Dragon (HOTD) as one of the most important additions of the year.

The goal was to maintain the audience that GOT had achieved and attract new fans through the prequel HOTD to increase the number of new followers of the new series among the Spanish audience.

We needed to come up with a creative solution to meet the challenge.

To turn our launch action into a unique and exclusive event, capable of arousing curiosity and bringing the most relevant media and celebrities of the moment to our table, we created The Feast Of The Dragon, a multi-sensory gastronomic experience capable of transporting diners to the very heart of Westeros.

Together with Dabiz Muñoz, the World's Best Chef 2022, we designed a menu of 10 unique dishes through which we narrate the 100 years of history of the Targaryen reign. A unique and unrepeatable menu that only 60 guests around the world could taste.

For 3 consecutive days an old baroque chapel of the 16th century, became the hall of a Targaryen banquet, where every night, 20 guests could taste the menu presented by the Chef, where the atmosphere, music, candlelight and a special narrator revealed the family history of the most powerful house of Westeros: House Of The Dragon.

In both, Game of Thrones and The House of the Dragon, some of the most important and relevant moments of the plot take place around a table, during a banquet.

We knew that food was clearly the driver we had to use to connect with the audience, and a physical event was the format that could work best for us.

To communicate the launch we had to recreate a Targaryen-style banquet, capable of telling the story and transforming a series into a banquet. An action capable of generating earn media to make the budget more efficient and maximize the return.

We invited celebrities and influencers fans of the series and representatives of the most relevant media with the promise of tasting a special, unique and unrepeatable menu by Dabiz Muñoz, best Chef in the world 2022, to amplify the action and be a PR booster.

We made a personalized follow-up to a very select group of journalists, celebrities and influencers, and invited them to a very exclusive event, where they could taste an unpublished menu, made by the best chef in the world and inspired by the series.

At the end of the event we sent a press release where we recounted the experience and where we had the testimony of Dabiz Muñoz, in addition to a

Reels in the Chef's social media channels.

Timeline

The call was particularly complicated because it took place during the summer vacations. So it was concentrated in a short period of time, the last

week of August and the first week of September.

The event took place on September 27, 28 and 29.

12 days before a Save The Date was sent to the guests.

The day after the dinners, a press release was sent with the audiovisual material.

In just one day, we managed to make the event go viral in a completely organic way, we got more than 20,000 interactions on Social Media, without any type of Paid diffusion.

Our Exclusive Menu appeared in 10 Insertions in key media for our target such as Fotogramas, La Vanguardia or Esquire.

We generated with OWN Media and EARN Media more than 30.000.000M of Impacts, in Spain, at 0 cost, thanks to an event capable of innovating in format and form.

House Of The Dragon, managed not only to equal the last season of Game of Thrones, but also surpassed the audience data of the same, thus becoming the most watched HBO and HBO Max series in the history of the company and the one that had generated more subscriptions to the platform.