HBO | House of the Dragon: Award-winning Throne Room Experience & 360 Campaign
Challenge: Eventize the biggest premiere of the year to drive revenue growth, including new subscriptions, upgrades, and retention efforts.
My Role:
Led the development, sell-in and operations of our B2B point-of-sale sweepstakes that utilized augmented reality to engage sales reps, and keep House of the Dragon top of mind to increase sales throughout the campaign window.
Created a robust social strategy that included content with talent and customized social lenses.
Leveraged relationships with accounts to secure on-product merchandising to increase campaign reach at the discovery level.
Collaborated with internal and external creative teams to develop paid media assets including banner and cross-channel video spots.
Impact:
Successfully launched a 360 partner marketing campaign that scaled across digital, social, experiential, on-air, on-product, and B2B that exceeded performance benchmarks.
Immersive "Throne Room" Augmented Reality Experience won a Gold Promax award and was used for future season consumer activations.
Key Campaign Beats:
Immersive "Throne Room" Augmented Reality Experience
Point-of-Sale: Microsite Takeover & Sweepstakes
:30 and :15 Cross-Platform Video Spots
Social: "Burning Questions" with the Cast
Social: Customized Lenses
Digital: Rich Media Banner Ads
On Product: Guide Banners, Screensavers & Pause Ads
