Game of Thrones Oculus

Objective

HBO created an immersive brand experience to deepen fan engagement with Game of Thrones ahead of Season 5. The campaign aimed to transport viewers into the show's universe through cutting-edge virtual reality technology, transforming them from passive viewers into active participants in the world of Westeros.

Solution

"Ascend the Wall" combined Oculus Rift VR headsets with multi-sensory physical effects to create an unforgettable experience. Participants entered an elevator at Castle Black and ascended the iconic 700-foot Wall of ice, with the floor rumbling beneath their feet, cold air blown from ceiling fans, and the cage shaking realistically. Framestore built the VR environment in Unity using reference shots from the show's sets, while mixing actual HBO assets with custom 3D graphics. The experience debuted at SXSW in March 2014 and subsequently toured to other cities including New York.

Results

The Game of Thrones VR activation was exhibited across a world tour with stops planned for Rio de Janeiro, Oslo, Toronto, and Belfast. It exemplified a new method of storytelling in VR and demonstrated groundbreaking techniques for delivering narrative experiences through immersive technology, representing some of the most pioneering work in branded VR experiences of its time.