HBO and American Red Cross: Bleed for the throne

HBO, a television network, launched the final season of Game of Thrones by testing the loyalty of its fans through a call for blood donations in partnership with the American Red Cross.

Campaign details

Brand: HBO and American Red CrossAgency: Droga5Country: United States

Objectives

How do you promote the biggest TV show in history? Do you even need to? While HBO was preparing to say farewell to its biggest draw, we needed to ensure that Game of Thrones (GoT) wouldn't die with the finale.

But what makes GoT so different from all other TV series is the loyalty and passion of its fans. It wasn't just watched, but ceaselessly talked about and bonded over.

So, while our initial objective was building anticipation and viewership of the premiere,...

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