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How to Tame a Dragon on a Small Budget

Goals and objectives

Goals and objectives for the case:

  • To raise massive brand- and qualified awareness.
  • Raise sky-high user engagement with the content
  • Drive consideration for the series ahead of launch

HBO Max launched a gargantuan European omnichannel effort to remind users to tune in on the premiere of House of the Dragon in August 2022.

In Denmark, and on top of a huge TV and Outdoor effort, that meant a massive influencer-campaign with the aim to activate and engage as many fans and newcomers to the Game of Thrones-universe as humanly possible.

This was our cue to make a one-of-a-kind native advertising contribution to this massive campaign, and since our gamification-setup is a great fit to drive user-activation and -engagement on a small budget, that was the way to go.

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