Game of Thrones

Testing the world’s devotion to Game of Thrones.

HBO is home to plenty of beloved shows that have ended before. But this time, we needed to ensure the legacy of Game of Thrones lived on past the rolling of the final credits.

Over the past seven seasons, characters have lied, cheated, murdered and burned alive for the chance to sit on the Iron Throne. But the obsession doesn’t stop with the characters. Fans around the world have put their lives on hold to binge, post, debate, create. They’ve broken international piracy laws and family traditions, sacrificed work, date nights and Sundays for the huge cultural phenomenon that is Thrones.

To cement the legacy of the greatest show on television, we asked the world one question: How far would you go for the throne?⁣

With Game of Thrones entering its final season, the whole world was vying for the throne. But as true fans know, there’s never an easy path to the throne. So, we threw out the playbook on how entertainment properties are normally advertised. Instead of spending dollars toward licensing deals, we asked people to play with devotion and show us how far they would go #ForTheThrone.

#ForTheThrone became a highly orchestrated web of real-world and digital executions that allowed every fan, in every corner of the world, to participate differently.