In the dynamic landscape of integrated marketing, few initiatives encapsulate the blend of cultural heritage and modern storytelling quite like our House of the Dragon Season 2 campaign. At its core, our strategy was designed to deeply immerse viewers in the rich tapestry of ‘Westerosi’ lore, re-engaging both returning fans and newcomers.
Our approach was anchored in the ‘Raise Your Banners’ creative platform, a call to arms that resonated through both digital stunts and physical activations. This campaign aimed transform passive viewers into active participants, creating anticipation and camaraderie ahead of the season premiere.
We adopted an omnichannel campaign strategy, blending traditional marketing with innovative experiential elements, ensuring every touchpoint led to a cohesive and engaging experience. This meticulous planning involved collaboration with local agencies, ensuring that each activation—from digital transformations of regional landmarks to immersive screening events—aligned seamlessly with the overarching narrative of House of the Dragon.
Among the campaign’s most ambitious undertakings, was the Pyramid of Djoser light activation—a monumental tribute that seamlessly merged Egypt’s historical legacy with the narrative drama of HBO’s acclaimed series.
The monumental challenge: Illuminating history
Set against the timeless silhouette of Egypt’s Pyramid of Djoser, we orchestrated a spectacle that defied conventional marketing strategies.
This ambitious project was a deliberate fusion of cultural reverence and contemporary creativity, meticulously crafted to captivate global audiences and transcend cultural boundaries.
The choice of the Pyramid of Djoser as our canvas for the light installation was strategic, seamlessly blending ancient majesty with modern artistic expression. Collaboration with Egypt’s Ministry of Antiquities and local heritage organisations was integral, ensuring that every aspect of the activation honoured and preserved the site’s profound historical significance.
Crafting the visual narrative: Aligning artistry with theme
Together with technical advisor Rupert Morse, who is known for his work on large-scale projects like Mission Impossible 6 and event agency Lightblue, renowned for their expertise in large-scale productions, we meticulously designed a display that fascinated and conveyed the central conflicts of House of the Dragon.
The use of dynamic black and green lights symbolised the rivalry between Queen Alicent Hightower and Queen Rhaenyra, casting their looming personas against the ancient stone backdrop of the pyramid. This artistic interpretation enhanced the dramatic allure of the activation and deepened the emotional connection with fans, drawing them into the world of Westeros with unprecedented intensity.
Meeting audiences where they are: A tailored approach
We knew it was essential to tell our story in a way that resonated with our audience. For example, recognising that younger audiences are highly active on TikTok, we crafted bespoke content that was authentic and native to the platform.
This approach ensured that our messaging was both relevant and engaging, fostering a deeper connection with our target audience. Additionally, as part of an HBO global campaign, we introduced an AI poster generator that allowed fans to enter Westeros and create their own bespoke poster artwork.
This interactive feature not only fueled the fandom but also provided fans with a social asset to share, further extending our reach and influence.
Our influencer strategy was designed to translate the season’s passionate rivalries into compelling content. We partnered with influencers who effectively simplified the narrative, generating conversation and embedding House of the Dragon into pop culture.
This included interactive social media filters and competitions that encouraged fan engagement and maintained discussions throughout the season.
Collaborating with partners that propel
Integral to our success were strategic collaborations with The Royal Commission for AlUla and Kuwait Projects Company (Holding)—KIPCO, alongside guidance from HBO, which ensured a cohesive global brand identity across all campaign elements through city-focused, digital video activations. The series of regional activations not only captured the attention of local audiences but also featured prominently in HBO’s global campaign materials, amplifying our reach and impact beyond regional borders.
These partnerships were strategic alliances that leveraged local expertise and cultural insights to enrich the campaign’s narrative. Each collaboration—from digital transformations of landmarks to the exclusive screening—contributed to the campaign’s holistic approach, ensuring that every touchpoint resonated with authenticity and relevance.
Reflecting on the metrics of success
The campaign’s impact was profound and measurable. We generated over 17.2 million social media impressions, driving a remarkable 175 per cent increase in new subscribers to OSN+ within a week of the season premiere.
On launch day. the OSN+ app became the top entertainment app in Saudi Arabia, experiencing a 210 per cent surge in app downloads across platforms. Notably, the premiere of House of the Dragon Season 2 shattered previous records, surpassing the viewership of Season 1 and achieving an average reach of 40 per cent across OSN+’s active subscriber base within the first week.
These metrics underscore the success of our integrated approach—combining digital innovation with immersive experiences. The Pyramid of Djoser activation not only attracted a diverse audience but also fostered deep engagement, showcasing the potential of experiential marketing to cultivate lasting loyalty and advocacy.
Paving the way forward
Reflecting on the campaign’s achievements, several key insights emerged that will inform our future strategies.
Early planning, meticulous attention to regional sensitivities, and the strategic integration of diverse stakeholders were pivotal in maximising engagement and resonance. Moving forward, we advocate for leveraging social media authentically, enhancing physical activations, and nurturing partnerships that amplify brand storytelling in culturally meaningful ways.
In a rapidly evolving digital landscape, where consumer expectations are shaped by authenticity and relevance, our experience with the Pyramid of Djoser activation reaffirms the importance of immersive storytelling.
Beyond capturing attention, we were able to create lasting impressions that resonate on a visceral level, transforming viewers into passionate advocates for our brand and its narratives.
By Jumana Abdel Razzaq, Head of PR & Communications at OSN
