Taste and Smell of Westeros: Food trucks serving a menu inspired by Game of Thrones and Chef Tom Colicchio took to the streets. Location updates were broadcast via Twitter.Sight and Sound of Westeros: High-Definition 3D projection media was used to create the iconic 300 mile long/700 foot high ICE WALL. This imposing re-creation was showcased around the busiest intersection in Los Angeles. A three minute spectacle launched every 30 minutes, accompanied by a deafening soundtrack that brought the drama of a kingdom torn at its seams to life, capturing people’s attention.Touch of Westeros: The signature Iron Throne, made of 100 swords, was re-created and made accessible to the public. Those that sat upon it were reminded that in the GAME OF THRONES…“You Win or You Die.” Pedi-cabs, built as mobile Iron Thrones, took to city streets, bringing the World of Westeros into everyday life.

Food Trucks in New York and Los Angeles fed approximately 3,000 people .The Ice Wall was the largest OOH execution ever in Los Angeles and generated over 300,000 impressions in a week.The Iron Throne had 15,000 participants – 5X more than anticipated – and lured in celebrities.Pedi-cabs garnered 1,343 'likes', 141 comments and 244 shares for their New York postings on Facebook.Game of Thrones was the # 1 new cable show in 2011 grossing over 12.7 million viewers in its première episode across all HBO platforms – 3X more viewers per episode than books sold on average.