Influencers Meet House of the Dragon
To support the launch of the much-awaited Game of Thrones prequel series ‘House of the Dragon’, HBO Max enlisted ITB to curate creative ideation for influencer content, as well as an influencer brief to be distributed across to the relevant European markets.
Using Influence To Build Momentum
To aid excitement and momentum around the series, a key objective was to ensure the work produced was bold, creative and a scalable digital influencer concept that could sit alongside the show’s ATL campaign, aiding ‘larger than life’ momentum during all stages of the roll out. Additionally, for each concept stage in the influencer brief, ideas were split into two tiers – standard (digital only) and elevated (digital and event integration), to cater to varying budgets and resource capacity across the HBO Max European teams.
Creativity Reaching All Corners of Europe
All 3 of the creative concepts curated by ITB were well received by all local markets across Europe. Having such a wide level of co-operation was down to the flexibility around ideas, enabling each market to tailor as needed, but maintaining a cohesive approach towards influencer activity across the board to provide clearness and consistency around each activation. Each idea linked back to HBO Max and reinforced how it is the go-to destination for all things HOTD. A key learning from this activation is the importance of synergy and clarity between creative ideation and influencer execution, to assure key storytelling is accurately delivered at every stage of activity but also to enable creativity to flourish from selected influencers in an authentic way.