HBO x RED CROSS: BLEED FOR THE THRONE

THE WORK:

To celebrate the final season of Game of Thrones, and combat the global blood shortage, HBO and The American Red Cross rallied SXSW attendees to join the fight for life. Fans could enter the ultimate immersive experience, one which dropped them smack dab into the middle of Westeros. The only cost of admission? A pint of blood.

SOME AWARDS:

Grand CLIO, Entertainment Award, Integrated Campaign

Grand CLIO, Entertainment Award, Public Relations

Silver CLIO, Branded Entertainment, Experience

Bronze CLIO, Integrated, Innovation

Webby, Advertising, Media, and PR, Media & Entertainment

D&AD Wood Pencil, Entertainment, Integrated

D&AD Wood Pencil, Media, Use of Collaboration

“Game of Thrones Marketing is Out for Blood—Mine.” - Wired

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“HBO has created another universe.” - CNBC

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A multi-sensory track let guests walk in the shoes of characters who bled before them—including Jon Snow, Cersei, and Tyrion.

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A 24 piece choir, and a cast of red priestesses, sang their praises with a 27 minute original musical composition written in English and Valyrian.

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An RFID device fed names of attendees to our cast, who called them to the Throne. After bending the knee, they were given custom pins and inducted into the Army of the Living.

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Guests entered a bustling war camp full of blacksmiths forging weapons from dragon glass, soldiers sparring, and factions clashing—all of them on 108 pages of interactive script.

We partnered with Snapchat to develop AR Marker Lenses that brought dimension and magic to our universe at every turn.

Everyone got in on the action. Even the Fonz.

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“The experience blew my mind.” - BUSINESS INSIDER

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But the most important points of all… we inspired 350,000 blood donations globally and a 12% spike in blood donation nationwide. It isn’t everyday that you and your team help save lives.

PS: To commemorate our experience at SX, we released an album, full of live performances and words from the people who made this blood-magic possible.