HBO Defined launches campaign around ‘Game of Thrones’ new season

MUMBAI: As HBO Defined counts down to the premiere of the fifth season of the iconic TV series Game of Thrones, it has activated a unique virtual game to engage with the growing number of followers.

With the much-awaited new season of the adventure-fantasy series coming to Indian audiences exactly at the same time as its US premiere – 13 April at 6:30 am, and repeat telecast at 10 pm, the channel has elaborate plans to engage with its fans and followers.

For the first time ever, HBO Defined has launched a Game of Thrones micro-site, which will be the focal point of its online promotional strategy. With a view to riding the hype and play up the ‘fight for the throne’, the site features an artfully designed game. Fans stand a chance to win a seat at the preview screening of the season five premiere episode and exciting Game of Thrones merchandise by participating in the Fight For Your Throne challenge.

On, the channel plans to invite the fan to select his or her ‘army’ i.e. be one of the Starks, Lannisters, Targaryens or Baratheons. Then, with a stylised interface, the game entices the fan to delve in, either to battle against an opponent or go on a quest to earn gold – eventually seeking the grandmaster’s signature potions.

Furthermore, the channel’s virtual plans are unique as in addition to three quests of different levels, one can win a chance to play the next level in the real world. In this ultimate test, fans will vouch to complete real-life quests, almost like a scavenger hunt with intriguing clues. The big prize, i.e. the ‘throne’ has been positioned as a seat at an exclusive preview screening of the new season’s first episode.

HBO’s Fight For Your Throne campaign will not just rely on creative execution, but also a solid engagement through Facebook, Twitter, Comic Con and cross promo tie-ups, claims the channel.

HBO India managing director Monica Tata says, “Game of Thrones isn’t just a regular TV show any more, it’s become a cult brand with a passionate base of followers. We are always looking to provide fans with new and exciting ways to experience the show. Through Fight For Your Throne, we aim create an all-round experience would simply gratify the fan’s wait for the next series and spike curiosity among many others.”

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