Leading into its final season, the whole world wanted to be part of the biggest show on TV. But in Game of Thrones, there is no easy path to the throne. The characters have lied, betrayed and killed for the throne. So in order to see what the fans would do to prove their fandom to the show, we asked them one question: How far would you go? #ForTheThrone.
Cersei put it best—“When you play the game of thrones, you win or you die.”
During the show’s yearlong hiatus, a new GoT-inspired knight rose to power—the Bud Knight. So, for the Super Bowl, we collaborated with Bud Light to execute him in true GoT fashion, all to show the extreme measures fans of all kinds, even brands, would go to #ForTheThrone.
To challenge fans to prove just how far they would go #ForTheThrone, we gave them an opportunity of a lifetime, to see the season 8 premiere ahead of its digital release, but only if they bled for it.
To do this, we partnered with the American Red Cross to host a large scale, global blood drive that kicked off with an immersive experience at SXSW.
In Game of Thrones, 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 devotion to the test, dropping 360 videos of six full-size thrones in six unknown locations, challenging fans to find them before time ran out using cryptic clues and hints within the videos: time of day, geography, weather patterns, wildlife sounds and carefully planted Easter eggs.