HBO is certainly no stranger to the immersive activation at SXSW. After last year’s viral #SXSWestworld experience, they set the bar pretty high, even for themselves. They wisely teamed up once more with creative collaborators, Giant Spoon and Mycotoo to create another immersive theatrical marketing experience. This time, however, with an added philanthropic twist.
In keeping with the Game of Thrones marketing tagline asking fans what they would do #ForTheThrone, the team turned to The American Red Cross to transform an already impressive experience into an actual blood drive. For those fans so inclined, they were given the option to “Bleed for the throne” and help supply some much needed blood to the organization.
In addition to the blood drive, fans were treated to an audio guided art installation/walking tour, a choir and orchestra performing renditions of the show’s iconic theme song, a medal ceremony, and even a fully immersive war camp filled with a host of amusing and familiar characters from “the North.” As though that weren’t enough, fans were also treated to specialty cocktails and free burgers from Shake Shack… ya know, just like in the north…
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We had a chance to chat with David Wally, Chief Creative Officer at Mycotoo, about the task of bringing this entertaining immersive experience to life.
Watch the full video below:
Video by Cara Mandel
Season 8 of HBO’s Game of Thrones premieres April 14.
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