groundbreaking levels of
engagement for G.O.T. fans

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THE CONTEXT

HBO’s Game of Thrones boasts a dedicated fan base that is nearly as attentive to the new season trailer as to the premier itself. HBO and the Game of Thrones show creators sought to leverage the excitement around the upcoming Season’s trailer to engage fans between seasons.

THE CHALLENGE

HBO’s Game of Thrones boasts a dedicated fan base that is nearly as attentive to the new season trailer as to the premier itself. HBO and the Game of Thrones show creators sought to leverage the excitement around the upcoming Season’s trailer to engage fans between seasons.

THE SOLUTION

To build anticipation for the trailer and the new season, we devised an idea to give fans brief glimpses over time of the new season, in an experience that would become The Sight (www.threeeyedraven.com). Basing the idea on the character Bran Stark’s ability to see premonitions, The Sight delivers short, fleeting “visions” of real episode footage to users’ mobile devices. The vision clips are viewable only once, encouraging audience interaction and speculation.

THE OUTCOME

  • 100+

    HYPE LEVEL OF G.O.T. FANS

  • 350

    % OF MOBILE ENGAGEMENT INCREASE

  • 0

    PEOPLE NOT UPSET WHEN JOHN SNOW DIED

  • 20

    WEEKS IT TOOK US TO DESIGN AND BUILD

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