HBO
GAME OF THRONES
“For The Throne”
The Game of Thrones Season 8 campaign required deep collaboration with a complex matrix of both internal and external partners (Tech, Editorial, Content, Design, Social, Video, Legal, Experiential, Events, Emerging Tech, etc.) to execute a global, multi-platform campaign under demanding deadlines.
My role included making sure all digital extensions of the wider integrated campaign were seamlessly launched on time and on budget.
The overall theme of Season 8 focused on giving back to the fans who were loyal evangelists of the show over the years with a host of innovative global and real-world experiences.
FANTHEM
The most critical element of the entire S8 campaign was the hero “Fanthem” video. As a Producer, I had to ensure all elements pulled from fans and incorporated into the video were cleared by all of the content creators involved. Over 100 submissions were included in the video and clearances had to be completed in less than three days to allow the Video team enough time to execute and launch on time.
Throughout the Season 8 campaign we asked fans: “What Would You Do For The Throne?” We encouraged them to participate in all of the integrated elements we created in order to increase fan excitement and involvement, as well as encourage rewatches of older seasons ahead of Season 8’s premiere.
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#BingeForTheThrone
Worked with our internal Social team and Twitter to secure celebrity fans of the show to discuss select episodes of GoT seasons. Shoots were across the country, so I had to figure out complex logistics behind shipping 300lb. Iron Thrones to 4 locations, as well as prop securement, production timelines and overall shoot budgets. The campaign had over 51.4m impressions, 25.8m video views and 309k likes.
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Quest For The Throne
This campaign element included coordination of complex global location logistics, management of the vendor’s 360 video production, asset shipping and delivery, collaboration with Legal to establish participation + winner parameters, as well as work with Editorial and Social teams to ensure coverage. Through 4K 360 videos and hidden clues in each, fans were able to find the hidden thrones in record time.
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Create For The Throne
Worked with the GoT props team based in Ireland to have real show props produced and shipped in the off-season to select fan artists. I also worked with an external agency and internal Design team to craft prop photoshoots, custom hard-cases and participation notes. Also worked to ensure safe delivery and storage of the props and final works. The artists interpreted each piece in their own artistic style. Final artwork was also displayed at the GoT S8 premiere in NYC.
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ForTheThrone.com
Executed a global landing page in multiple languages per region. The page detailed what you could “do” For The Throne and was created through collaboration with our internal team for UX and design and an external vendor for development. The landing page took you to participate in each element of the wider For The Throne campaign, which included “Quest for the Throne,” “Bleed for the Throne,” and “Create for the Throne.”
BLEED FOR THE THRONE @ SXSW
Worked in conjunction with our Experiential vendor + the Red Cross to stand up a digital destination where both global fans and SXSW attendees could sign up for an immersive blood drive experience created for Season 8 at SXSW. 350k+ blood donations were delivered across the U.S. + a 12% uptick in donations.
AWARDS
Grand Prix Clio
Bleed For The Throne
Grand Prix Clio
S8 Integrated Campaign
Gold Clio
Quest For The Throne
Silver Clio
Create For The Throne
SEASON 8 CONTENT
During premiere week, HBO put out additional social-first content to extend the excitement for Season 8. In-season, episodic updates across GoT’s various digital platforms continued to spark fervor.
Worked with an internal team (Content, Editorial, Video, Social, Events) to decide on Creative Direction for a unique red carpet coverage video for the final season. Elements included creative direction and design coordination, production logistics, asset management and more. The video garnered 4.2m+ views.
HBO partnered with Jimmy Kimmel Live! to produce a segment called “Confessions on the Iron Throne” on Hollywood Boulevard. I worked in conjunction with the show’s production to coordinate Iron Throne delivery from NYC to LA, and with our internal Legal team on participant releases. The video garnered 448k+ views.
BEAUTIFUL DEATH
HBO continued the partnership in Season 8 with Robert Ball’s “Beautiful Death” artwork. I was in charge of talent contracting, sketch delivery, internal art approval and final artwork launch.
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Viewer's Guide
Worked with a cross-functional team (Tech, Design, Content, Photo) to launch exclusive and custom spoiler-guarded content and episodic updates to the Interactive Emmy-winning Viewer’s Guide.
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HBO.COM
Worked to ensure Associate Producer (direct report) was executing and launching weekly episodic updates and upkeep to the GoT pages living within the HBO.COM ecosystem.
