A house divided against itself fans the flame of war. Striving to secure House of the Dragon as the most talked-about show of the year, we set our sights on an ambitious influencer program.
Our mission:
Ignite unprecedented hype for the Season 2 return of HBO’s global phenomenon, while staging the series’ great debate: are you #TeamBlack or #TeamGreen?
Three dynamic phases unfolded, each meticulously crafted to set the fandom’s fervor on fire.
First, we reminded audiences of the show they love, reigniting their passion for the Targaryen drama. Next, we introduced and simplified Season 2’s pivotal rivalry, making the choice between #TeamBlack and #TeamGreen a cultural touchstone. Finally, we embarked on a cultural road trip, bringing House of the Dragon to the most public domains and ensuring it was the center of conversation everywhere.
Treating the campaign like preparing a small council for war, we partnered with 105 influential voices to recruit their audiences and serve as our bannermen across the social ecosystem.
As the campaign progressed, the framework evolved to fold in broader paid and organic influencers across major cultural subcommunities (Food, Comedy, Beauty, Fashion, DIY, LGBTQIA+ etc.), establishing a collective network of explosive allies who converged on the season premiere across six important campaign beats over four months.
From sparking online debate surrounding the epic Dueling Trailers to dominating the HOTD red carpet premiere with our Dueling Correspondents’ live coverage, our authentic collaborations and bold activations successfully built a kingdom of anticipation and excitement, rallying the realm of fans and newcomers alike to join the fray and declare their allegiance.
By partnering with influential voices who were already fans of the series at every touchpoint to ignite interest and rally audiences to "raise their banners" we were able to translate the Targaryen’s brewing rivalry into relatable terms, resulting in dedicated fan allegiances echoing across the social ecosystem while bringing the excitement of the upcoming season to the masses.
The results?
Through our strategic mix of strategic partnerships and authentic narrative-driven content, we successfully positioned House of The Dragon S2 at the heart of the social and cultural sphere sparking furious debate at every turn as fans took to social media to “raise their banners”. Over the course of the campaign, our efforts produced over 1,500 pieces of creator content that collectively earned over 120M social impressions, 119M views, 9.1M engagements, and an incredible estimated social media value of $35.3M. With the realm answering the rallying cry, the season 2 premiere on June 16, 2024, became the biggest streaming day in the history of Max, and the season would go on to average 25M viewers per episode.