Raise Your Banners
Open the game- Brand
- HBO
- Year
- 2025
- Objective
- Engagement
- Industry
- Entertainment
- Agency
- HBO/MAX
Objective
HBO Max launched an integrated marketing campaign for House of the Dragon Season 2 (June 2024), encouraging global audiences to choose sides in the civil war between King Aegon's forces (#TeamGreen) and Queen Rhaenyra's forces (#TeamBlack). The campaign aimed to generate massive buzz during the two-year gap between seasons and drive viewership through an immersive, culture-defining brand activation.
Solution
The 'Raise Your Banners' campaign was a multi-channel marketing activation combining physical installations, CGI stunts, and social engagement. A 270-foot inflatable dragon (Vhagar) was coiled around the Empire State Building (engineered with 1,700 unique patterns, 600,000 inches of sewn seams, and 153 rigging points). Hyper-realistic CGI videos showed massive banners unfurling from the Brooklyn Bridge and Eiffel Tower, sparking viral 'is it real?' debates. Viewers engaged by choosing their faction through social media hashtags (#TeamGreen, #TeamBlack) and sharing the content.
Results
The campaign earned coverage in major outlets including The Today Show, Variety, and New York Magazine.
