House of the Dragon is the prequel to one of the most successful series of all time, Game Of Thrones, which during its broadcast accumulated 47 Emmy awards and more than 42.2 million viewers in all its seasons.
The house of marketing
Since 2020, until the day of its premiere, HBO spent 100 million dollars on marketing , which represents 50% of what it cost to produce all the episodes of the first season ($200 million).
Within the campaign for this GOT Spin off there were unprecedented activations;
Game of Thrones Re-Release in 4K
A dynamic AR app that lets fans raise their own dragons
An official podcast that goes deeper into episodes each week
Multi-platform promotions that included a 3D advertisement in Times Square.
The important thing, as we always say, is to know who you are targeting in order to know what they consume, how they consume, and the impact that your marketing actions will have on them.
Pia Barlow, executive vice president of marketing for HBO Originals, said the goal of the House of the Dragon marketing campaign was to drive both new and existing fans, with the target audience being men and women ages 18 to 54 .
He also added that “The campaign is really about generating big, broad awareness country b2b b2c email list and interest throughout the summer, but also to make sure that we’re signaling to current and new fans that this is a new Game of Thrones story coming to HBO Max . ”
Before its premiere, marketing efforts had already reached 130 million people in the United States alone, and thanks to the success of its first episode, the series was renewed for a second season.
Moral for your marketing: Forget that you are going to grow and achieve great things in your business WITHOUT investment. Great successes require great investments . As a general rule, your marketing investment should be at least 5% of the total sales you expect to obtain. Depending on the industry, that percentage will be much higher, as in the entertainment industry, or somewhat lower, but you will never escape the need to invest .
Traditional media did not escape the flames
According to statistics, HOTD occupied a large part of the advertising space on the channels belonging to Warner Bros Discovery;
TBS (20.9%)
Discovery (9.1%)
