The Campaign that Proved How Far The World Would Go #ForTheThrone

Leading up to its final season, the whole world wanted to be a part of the biggest show on television. But in Game of Thrones, there is no easy path to the throne. So we asked the world one question, “How far would you go #ForTheThrone?” We upended the entertainment category by gambling the success of the entire campaign on the devotion of fans. We turned a tune-in campaign into an open-source brief that changed the currency of licensing deals from dollars to devotion. While other brands continue to lower the bar for consumer engagement, we raised it to to a level that expected as much from our fans as they expect of the show.

 

Bud Light Killed Their Beloved Knight on the World’s Biggest Stage #ForTheThrone

On America’s biggest stage, we pulled off the unthinkable in a way only Game of Thrones could. An act that showed the world that even during “the big game”, there was only one game that mattered. “When you play the game of thrones, you win or you die.”

Wall Street Journal | Today Show | New York Times | Fast Company | Chicago Tribune | The Verge | Yahoo! | Adweek | AdAge | Creativity | Campaign | Muse by Clio | Vox | USA Today | Cosmopolitan | Popsugar | SyFy | Entertainment Weekly | People | Buzzfeed | Insider | Vanity Fair | A.V. Club | Uproxx

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352,344 Game of Thrones Fans Spilled Their Own Blood #ForTheThrone

When extreme winter weather caused an emergency blood shortage for the American Red Cross, a show known for its bloodshed rallied the world’s most diehard fans to prove their devotion to the show–by bleeding for it.

Anyone who donated blood for the throne had the chance to win the ultimate prize—to watch the season eight premiere ahead of the worldwide release.

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30,000 Game of Thrones Fans Traveled to the Ends of the Earth #ForTheThrone

Characters have sacrificed everything to sit on the Iron Throne. But in the real world, fans have had it far too easy.

So, we turned the tables and put fans to the test—dropping 360-degree videos of six hidden thrones around the world. Putting the challenge out to fans to find them using only a few cryptic clues and hints within the videos: time of day, geography, weather, nature sounds and carefully planted Easter eggs.

We drove 30,000 fans from 98 countries to travel a total of 4,800,000 km to make their claim to the throne like true rulers of the realm.

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The NBA’s Timberwolves Became The Direwolves #ForTheThrone

The Minnesota Timberwolves sacrificed their logo and team name for their April 9th game against the Toronto Raptors — eventual NBA champions.

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Shake Shack Made Customers Order Their Food in Valyrian #ForTheThrone

Nationwide burger chain Shake Shack created the Dragonglass Shake and Dracarys Burger for Game of Thrones fans. However, to elevate it above a standard licensing deal, customers had to order in Valyrian to get it.

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Mountain Dew Sacrificed its Branding #ForTheThrone

A brands’ packaging is the most valuable thing a it has. Which is why, when Mountain Dew sacrificed the branding on its can, we knew they were a true fan of the realm and willing to do anything #ForTheThrone.

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Oreo Changed its Iconic Cookie #ForTheThrone

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The Bellagio Set its World–Renowned Fountain on Fire #ForTheThrone