House of the Dragon Season 2’s Marketing Campaign Is On Fire
I ventured very late into the Game of Thrones universe only last year — let me tell you, it was a full-on binge-fest from there. I devoured House of the Dragon with the same ravenous enthusiasm you’d expect from a dragon spotting its next meal. So, naturally, when Season 2 rolled around, I had my eyes on Max’s House of the Dragon Season 2 marketing campaign. It did not disappoint.
‘Raise Your Banners’ Campaign
It was clear the streaming service Max cleared a massive budget for this campaign that was impossible to ignore. They objective was focused on generating buzz and excitement, engaging fans globally, and driving viewership for the season premiere. But how did they do that?
The digital aspect of the “Raise Your Banners” campaign focused on CGI banners — from the Eiffel Tower, Sydney Harbor, Al Ula in Saudi Arabia, and many others — that looked scarily real and got people abuzz on social media. These stunts were all about making sure no one missed out on the dragon drama (dragama?)
But wait, there’s more! They also inviting fans to pledge their allegiance to either Rhaenyra’s Black or Alicent’s Green faction with an AI-enabled digital poster depicting themselves as a character within the universe. For Metaverse lovers, an immersive environment on Apple Vision Pro has been updated to replicate the Throne Room from season two with green banners, the epic Targaryen-era Iron Throne, and a never-before-seen mural of King’s Landing on the ceiling.
Additional aspects of the digital campaign included:
- Snapchat: Featured a dual selfie and world view lens for an interactive dragon experience.
- HBO Max App: Implemented a homepage takeover with festive visuals and exclusive profile avatars.
- Social Media: Used platforms like Instagram, Twitter, and TikTok to update and engage fans.
Step Aside, King Kong
Beyond the digital element, there was an in-person activation that was hard to miss. Picture this: a 270-foot dragon coiling around the top of the Empire State Building. It was a literal landmark moment. To top it off, there was also collaborations with local NYC bars and restaurants to offer themed food items and exclusive merchandise.
Was It Effective?
In a word, yes. The campaign created a buzz that was hard to ignore and the season premiere saw record-breaking viewership numbers. The premiere led Max’s biggest streaming day ever, both in the U.S. and overall.
So, hats off to HBO Max. They didn’t just raise the bar — they set it on fire. Here’s to more dragons, more rivalries, and hopefully more marketing campaigns that set our screens ablaze.
