House of the Dragon x Game of Thrones | Season 2 Social Campaign

OBJECTIVES

To kick off pre-premiere and cultivate buzz three months ahead of the show’s second season, DMM launched two team-specific Dueling Trailers of what was to come in Season 2. We leveraged platform features to highlight two opposing sides — Team Black and Team Green. The campaign messaging reiterated that “All Must Choose” between Queen Rhaenyra and King Aegon, with the dueling trailers ultimately earning both fan and press recognition to become the No. 1 most viewed and 3x most-discussed trailer release in Max’s history.

To keep the House of the Dragon and Game of Thrones pages optimized for each platform’s followers, DMM analyzed content and audience sentiment to grow our followings, all while leveraging social algorithms and user behavior. This helped refine each platform’s strategy and keep the channels top of mind and in viewers’ social feeds throughout the campaign. We further enticed the fandom by leveraging quality relationships with the show’s actors and their representatives, which DMM’s Talent Services team developed by sending 150+ talent toolkits throughout the course of the campaign. We encouraged the cast to share behind-the-scenes content and to collaborate with brand and title social pages.

Our creative strategy encompassed bringing the buzziest moments to our social platforms in visually stunning and out-of-the-box ways. Throughout the entirety of the campaign, the DMM creative team produced 135+ bespoke creative assets. Our post-episode reactive posts were top-performing each week, as this content highlighted the most jaw-dropping moments from each episode that we strategically pre-identified to drive social chatter. As we built out the world of Westeros on our platforms through creatively curated content, we were able to keep fans connected to the series between episodes and keep the HBO brand and title pages as the official hubs for all House of the Dragon and Game of Thrones discussions.

By the campaign’s end, our efforts culminated in the series trending at No. 1 on social for 8 straight Sundays and ultimately becoming the No. 1 Most Global Conversation Generated by a Campaign in Max History.

RESULTS

Throughout the campaign, we gained 2.3M followers across both the House of the Dragon and Game of Thrones accounts. By leveraging show talent, influencers, grassroots partners, 100+ creatives, and a robust social media strategy, we successfully accrued 90M total engagements, 754.9M views, and 1.32B total impressions. These factors contributed to House of the Dragon being the biggest streaming premiere in Max history.