Problem:

HBO Max wanted to create an emotionally engaging, immersive experience that brought fans back into the the world of Game of Thrones, building further excitement and anticipation for Season 5.

Solution:

I helped create a multi-week campaign weaponizing time and ephemerality, inviting audiences to solve a series of randomized puzzles revealing GoT’s new season.

Leaning into a lack of permanence and an erratic distribution model, I sent unique clues to each participant’s mobile device that expired after viewing, creating a frenetic urgency to experience each vision before they were gone.

The experience drew fans back into GoT’s world during the off-season while breaking engagement records across all HBO-owned social channels.