HBO Starts a Dragon Hunt to Hype 'Game of Thrones' Season 5 Premiere

New Social Campaign Via 360i Invites Viewers to #CatchDrogon

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HBO and 360i have teased viewers anticipating the season premiere or Game of Thrones with fun social media campaigns like "Roast Joffrey," "Beautiful Deaths" and "Take the Throne."

Now, HBO is inviting them to a dragon hunt.

On Sunday, April 12, HBO at 11:00 am, before the show's season premier, HBO will be asking viewers to "#CatchDrogon," the beloved hatchling of Danerys Targaryen, named for her late husband Drogo.

Drogon only made brief appearances in the past season snatching a goat and slaughtering the goat herder's daughter. HBO is building off those moments and will be "releasing" Drogon into the social media-sphere, inviting fans to catch him with lures from the "Drogon Bait Shop", housed on Giphy. There, they will find dragon snacks in the form of animated gifs created from show content, such as a goat, a hound chowing down on chicken or sausage.

Ultimately, however, HBO expects audiences to cook up some bait of their own. "People may be putting their little brothers or sisters or bosses out there," joked 360i Group Creative Director Michael Nuzzo.

To "catch" Drogon, fans will have lay the "bait" on social media, tagged with #CatchDrogon. If they spot the dragon, to catch him, fans will need to retweet that post quickly before he flies off. Those who catch him will be treated to unique content -- or in some cases, actual prizes. If they miss him, he'll still leave something behind to let them know.

Read the full story on the #CatchDrogon campaign on Adage.com.

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About

Credits
Date
Apr 10, 2015
Agency:
360i
Chief Creative Officer:
Pierre Lipton
Client:
HBO
Group Creative Director:
Michael Nuzzo
Creative Director:
Adam Gloo
Creative Director:
Emily Sander
Art Director:
Doug Murray
Copywriter:
Andrew Hunter
Senior Producer:
Amanda Kwan
VP-Digital and Social Media:
Sabrina Caluori
Digital and Social Media Director:
Jim Marsh
Digital and Social Media Manager:
Emily Giannusa
Digital and Social Media Associate Manager:
Michael Hoffman
Artist:
Robert M. Ball
Category
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