The dragons have roared again to life in HBO Asia’s newest OOH activations throughout Southeast Asia to advertise the Home of the Dragon collection, a prequel to Recreation of Thrones. The activations are carried out in seven markets together with Indonesia, Thailand, the Philippines, and Malaysia and is known to be HBO Asia’s “largest regional advertising funding to this point” with greater than 20 companions on board, together with SM Mall of Asia within the Philippines, SecretLab, and Seize.
A pop-up expertise finished along with SM Mall of Asia is presently working nationwide till 7 November. The long-lasting globe outdoors SM Mall of Asia has additionally been lit up with the Home of the Dragon brand. The partnership with Seize in Singapore, the Philippines and Thailand affords shoppers a one-month and three-month HBO GO subscription by way of GrabRewards, whereas SecretLab specifically produced Home of the Dragon chairs. HBO Asia additionally wished followers to toast to the brand new collection by creating collectible Home of the Dragon wine along with Wolf Blass.
Home of the Dragon is ready 200 years earlier than the occasions of Recreation of Thrones and tells the story of Home Targaryen. By this localised advertising blitz, HBO Asia wished to develop breakthrough artistic and immersive client experiences that spark dialog to gasoline fandom throughout all client and associate touchpoints.
It additionally wished to transcend the Recreation of Thrones fanbase to amass new and present followers of the franchise and drive subscriptions to the HBO GO platform. Therefore, a full funnel 360-through the road advertising marketing campaign was created masking TV, OOH, digital, social and experiential stunts to construct anticipation and buzz out there, spanning two months previous to season premiere.
In Malaysia, HBO Asia partnered with Astro to launch the Astro Westeros Store on 23 August. It additionally positioned dragons and eggs sightings in several Southeast Asia cities by way of 4D and 3D billboards in addition to The Dragon Hatchery. The dragon sightings, for instance, can be found in Jakarta, Bangkok and Manila by way of the burning OOH activations.
HBO Asia can also be turning up the warmth in Manila with a 3D dragon immersive expertise at Robinson’s Galleria, Robinson Discussion board and C5 URC Southbound. To have fun the present’s launch in Manila, HBO Asia went all out by revealing the cranium of Balerion the Black Dread, which can also be identified within the present because the scariest dragon.
The immersive expertise continues in Manila and Bangkok too by way of The Dragon Hatchery, with the Paseo underpass in Manila in addition to the Sukhumvit and Phaholyothin MRT stations in Bangkok being lined in Home of the Dragon branding.
Along with stopping shoppers of their tracks and turning heads, HBO Asia additionally stopped thumbs with its natural content material and social media campaigns. This included a digital dragon egg hunt which inspired followers to seek for 17 dragon eggs hidden throughout Instagram, TikTok, Fb, Twitter, and YouTube.
HBO Asia additionally created episodic bingo, a personality map profile takeover in addition to an influencer takeover with 120 people together with @madkingorpheus from TikTok to drum up hype for the present. In line with HBO Asia, the influencer takeovers garnered 25 million impressions on social media. Going a step additional, the corporate additionally created a social AR lens and filter for Home of the Dragon on Fb and Instagram for followers to meet their “Dracarys” ambitions.
Other than the social filter, a DracARys AR app was additionally created to permit followers to finish a collection of actions, from thieving an egg from Westeros to hatching the egg and forging a bond with the dragon. Followers can now prepare their dragon AR model as they full milestones on the app and watch the dragon develop.
In the meantime within the US, HBO Max tied up with language studying platform Duolingo for an up to date Excessive Valyrian course, the fictional language spoken within the present, together with over 150 new phrases and greater than 700 new sentences. Duolingo labored instantly with David Peterson, the linguist who developed the complete Excessive Valyrian language based mostly on the e book collection A Music of Ice and Hearth by George R.R. Martin.
To advertise the up to date course, Duolingo rolled out an built-in advertising marketing campaign teasing new phrases on cryptic billboards in main cities throughout the US, together with an iconic house in Instances Sq.. In the meantime, the Duolingo mascot, Duo the Owl, additionally made its personal ascent of the Iron Throne.
The mascot made an look at HBO Max’s immersive fan expertise, “Home of the Dragon: The Dragon’s Den”, at Comedian-Con Worldwide: San Diego 2022, to remind attendees to finish their classes with life-size push notifications and indicators with dragon instructions in Excessive Valyrian. Duolingo can also be gifting followers with “Wing of the King” pins to commemorate the up to date course for Home of the Dragon.
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