House Of The Dragon Takes Over New York City

The second season of House of the Dragon has officially kicked off. HBO’s prequel to Game of Thrones seems to be 2024’s highlight in the TV industry, thanks in part to an innovative and immersive marketing campaign. This strategy completely transformed New York City landmarks and local brands, all declaring their loyalty to either King Aegon Targaryen (Team Green) or Queen Rhaenyra Targaryen (Team Black). 

Iconic Landmarks Take a Stand

Several of New York City’s most recognisable landmarks are at the heart of this campaign. One location in particular has stood out: The Empire State Building. The iconic landmark now has a giant inflatable dragon wrapped around the top of the building. Fans were initially convinced that the dragon was the result of CGI, so were surprised to see the 270-foot dragon wrapped around the top. Grand Central Station has also prominently displayed green banners and even showcased the skull of King Aegon’s dragon, Balerion, adding a dramatic touch to the daily commute of thousands.

[Image Creds: Times Now]

Local Businesses Join the Battle

Local businesses have also jumped on the bandwagon, creating themed products and experiences that enhance the fan engagement. For instance, Leon’s Bagels in SoHo has introduced the ‘Green Council Breakfast’ in honour of King Aegon, complete with a green matcha breakfast and a ‘Bacon, Aegon & Cheese’ bagel. On the other hand, Murray’s Bagels supports Team Black with the Dragonstone Delight, an all-black bagel filled with smoked salmon and dragon eggs (black tobiko caviar) that fans are absolutely loving. 

[Image Creds: Vulture]

HBO’s marketing strategy for the second season of House of the Dragon is a testament to the power of immersive, interactive campaigns. By transforming New York City into a canvas for this epic battle, HBO has not only captured the imagination of its audience but also created a sense of community and participation. 

[Featured Image Creds: Tom’s Guide]

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