Sky and Now TV have partnered up to create several out-of-home (OOH) campaigns to celebrate and promote the release of HBO’s House of the Dragon.
The news comes days after a 3D billboard of a fire-breathing dragon was spotted in Times Square.
The broadcasting companies are also showcasing several other 3D OOH campaigns in British cities such as Glasgow, London, Norwich, Birmingham and Nottingham.
A dragon’s eye can be spotted glaring over Birmingham New Street.
3D OOH activations have also been aired in Dublin and Milan.
The campaign, handled by Sky Creative and its “Brand Hub” and planned by Mediacom, also features several idents that have taken over the Sky and Now TV logos.
READ MORE: Five of the best 3D billboards: the ‘new wave’ of OOH advertising
“The campaign has included a number of firsts for Sky and Now, including a cinematic premiere worthy of the show, 3D DOOH with fire-breathing dragons and a ground-breaking throne tour,” Sky Entertainment marketing director, Olivia Browne, said.
HBO Max has also worked alongside Snapchat to bring dragon-inspired filters to the social media app.
Now TV marketing and merchandising director Jamie Schwartz told Campaign Live that the streaming brand wanted to provide a “beast” of a campaign that matched the expectations of the Game of Thrones fanatics.
He added: “We are everywhere our fans are, and we couldn’t be more delighted for them to share in this powerful prequel to Game of Thrones.”
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