A few days before the US premiere of “Game of Thrones” season 5 on April 12, 2015, HBO teamed up with agency 360i to stage a social media stunt on Twitter, Facebook and Instagram around the dragon Drogon. Drogon is one of three dragons of Daenerys Targaryen, one of the main character of “Game of Thrones”. In the final episodes of season 4, the dragons haunted goats and finally killed a child. After this, Daenerys chained up two of them, but Drogon, the largest one, could escape.
Now, right before the premiere, HBO set up the social hashtag campaign ‘#CatchDrogon‘. Fans were asked to set up a “bait” with the hashtag #CatchDrogon. To take part in the social hunt, fans should use the hashtag alongside a gif from the official GIPHY-powered website CatchDrogon.com and post it on Twitter, Facebook or Instagram.
If they were lucky, Drogon “appeared” on the post by replying to it including a picture or an animated gif with Drogon and the hashtag #CatchDrogon. Fans then had to react quickly by retweeting or commenting the post which means they “caught” him.
If they were successful, they received special content such as a funny tribute for their hunting skills by the official “Game of Thrones” social accounts.
Selected fans also receive some real life prizes.
— Fie ☻ (@kristenslily) April 23, 2015
If fans weren’t lucky and didn’t catch Drogon, they received a post including an animated gif with Drogon disappearing.
One of the main goals of the social media hunt was to spread the word about “Game of Thrones” on social networks through fans engaging with special content. The official hashtag of “Game of Thrones” season 5 was in the worldwide trending topics.
Winter is coming.
For more of these case studies, please access our VAST BUZZ or get more information about our database here: