HBO | Game of Thrones

Brand: HBO
Agency: Snap Inc.
Tech: Augmented Reality
Branche: TV

Fans of Game of Thrones know that Westeros has bled for the throne. At the SXSW festival this year, HBO and the Red Cross teamed up for the campaign “Bleed for the Throne”. They brought the campaign to real-life using AR.

There were multiple rooms dedicated to the series at the event where fans could unlock AR experiences by scanning images. On the map of Westeros ice and fire meet each other, the “Hand of the King” pin ignites with fire, bleeding thrones appear behind the portraits of certain characters and you can see the shadows of Daenerys and her Unsullied army. All of this has been done using a marker based AR technology, which is simple but very effective.

The combined campaign of HBO and Red Cross is not only to promote the new season. The other focus is to get people to donate blood. The campaign has received a lot of media coverage since the event and people are motivated to bleed for the throne.