#catchdrogon

Background

After four seasons of record-breaking social media engagement, HBO’s Game of Thrones needed to rally the Realm and generate unprecedented excitement once again for the Season Five premiere. 

Fans have come to expect a lot of the show. Game of Thrones has built one of the most avid, passionate fan bases in the world – a fan base that is likewise vocal in social media, and not afraid to share disapproval around the show, such as when the beloved character Rob Snow was killed off in the ‘Red Wedding’ episode. HBO needed something special to get fans talking, build anticipation, and drive record tune-in for the Season 5 premiere.