House of the Dragon: Binge's largest collaboration yet

Bookmarking the premiere of the long-awaited Game of Thrones prequel, House of the Dragon, a three-month campaign has been launched by Binge in partnership with Thinkerbell, Mindshare, We Are Social, Wonder and Habitat.

Dragons were unleashed across paid, owned, earned and social channels, with the campaign enjoying a placement on the southern hemisphere’s largest billboard. The campaign also reached national television, cinema, print, outdoor and radio advertising.

Executive director of Binge, Alison Hurbert-Burns said: “It’s been three long years since the Game of Thrones finale went to air, and fans, like me, have been eagerly awaiting the prequel set 200 years prior. Now the wait is over with House of the Dragon now streaming on Binge with new episodes weekly.”

In a stunt to garner excitement over the campaign, giant dragon eggs were placed - or “washed up” on Anglesea Beach along the Great Ocean Road. The dragon egg then popped up in Melbourne’s Federation Square, resulting in a following “discovery” campaign across Instagram and TikTok.

The egg at Federation Square, Melbourne.

Thinkerbell’s Chief Thinker Adam Ferrier said of the campaign launch: “It’s only fitting that the world’s biggest show receives the biggest launch. From installations to flaming press ads, projections to 3D billboards, and a giant dragon egg, nowhere has been safe from the wrath of the fire-breathing stars of the show. We’ve loved working with Mindshare, We Are Social, Wonder and the rest of the agency village, to give House of the Dragon the scale and impact it deserves.”

The nationwide premiere of House of the Dragon was hosted at the Entertainment Quarter in Sydney on August 16. The premiere was attended by over 500 guests, with celebrities, influencers and diehard Game of Thrones fans making up the list.

House of the Dragon premiered on Binge, Monday 22 August, with new episodes screening weekly. Fans can also catch up on all 8 seasons of the award-winning drama Game of Thrones.