House of the Dragon has captured the imagination of fans worldwide with its gripping storytelling and epic battles. HBO’s investment of approximately $125 million in marketing for Season 2 reflects the show’s immense popularity. The official trailer alone garnered 80 million views in just three days, underscoring the high anticipation for the new season. Effective partnerships play a crucial role in sustaining and amplifying this excitement.

As a prequel to Game of Thrones, House of the Dragon debuted in August 2022. This series focuses on House Targaryen and the Dance of the Dragons civil war. Season 1 received praise for its storytelling and visuals, successfully leveraging the “Game of Thrones” legacy to attract high viewership and renewed interest in the franchise.

House of the Dragon Marketing Campaigns: A Closer Look

Partnering with Landmarks 

To create a buzz and deepen fan engagement, HBO launched several experimental campaigns for Season 2 of House of the Dragon. These experiences included CGI banner flags on landmarks such as the Manhattan and Brooklyn Bridges in the US, the Eiffel Tower in Paris, Sugarloaf Mountain in Rio de Janeiro, and many more globally. Physical banners were also displayed in prominent locations like the New York Stock Exchange, Rockefeller Center, Grand Central Terminal, and Citi Field.

One of the most striking features was the inflated dragon on the Empire State Building, which became a focal point of the campaign. These real-world interactions provided fans with a unique and immersive experience, reinforcing their loyalty to the series.

Official “House of Drag” Watch Party (Partnership with Fagtasia)

In June 2024, HBO partnered with Fagtasia, a notable venue in the LGBTQ+ community, to host the official House of the Dragon watch party during Pride Month. This partnership not only celebrated diversity but also created an inclusive space for fans to gather and enjoy the new season. The in-person gathering stimulated strong fan engagement, fostering a sense of community and belonging.

“Raise Your Banners” Digital Character Poster Generator (Partnership with Media.Monks)

HBO collaborated with Media.Monks to create the “Raise Your Banners” digital character poster generator. Similar to the popular Harry Potter quizzes, this tool allowed fans to create personalized character posters, immersing them in the House of the Dragon universe. The campaign, with slogan “All Must Choose,” encouraged fans to engage with the content by choosing sides and generating their own posters. This interactive experience drove high audience engagement and content creation, with fans eagerly sharing their personalized posters on social media.

Snapchat AR Lens (Partnership with Snapchat)

On June 16, Snapchat launched an AR lens featuring the highest-fidelity dragon ever seen on mobile devices. This partnership brought the dragons from House of the Dragon into the real world, allowing fans to discover AR dragons around city landmarks. Similar to the phenomenon of Pokémon Go, this out-of-home experience continued to build a unique, immersive interaction for users. The AR lens also connected with the inflated dragon on the Empire State Building, creating a cohesive and engaging campaign.

We invite our readers to share their favorite marketing campaigns or experiences with House of the Dragon on social media, tagging us on Instagram or LinkedIn. Stay tuned for more insights and trends in the world of marketing and partnerships. Want to learn more about partnerships? Download our white paper on Unlocking the Power of Marketing Partnerships!