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Vhagar Wraps Around the Empire State Building

Campaign partners

Purpose

To mark the highly anticipated premiere of House of the Dragon Season 2, HBO MAX aimed to create a standout activation that would engage fans and generate widespread excitement.

Solution

HBO MAX leveraged the Empire State Building’s reputation for bold, high-visibility activations to create an unforgettable campaign for the House of the Dragon Season 2 premiere.

The activation transformed the iconic observation decks and spire with immersive installations and fan experiences, including a 270-foot dragon spiraling around ESB’s spire, the Iron Throne for photos, a preview of Game of Thrones: House of Legends, a cast-led lighting ceremony, and additional interactive elements.

“It was the first time anything like that had been done before at that scope and scale” Pia Barlow, Adweek 2024 EVP of originals marketing at HBO and Max”

Pia Barlow, Adweek 2024

EVP of originals marketing at HBO and Max

Our Results

$10M

Ad value equivalency

5.2B

Media impressions

85.5M

Users reached

249.1M

Social media impressions

1,682

Placements

23.2K

TOTAL MENTIONS

innovation and engineering

Lighting ceremony with the “House of the Dragon” cast.
A series of dynamic light shows which featured schemes of gold, green, and red that rotated in 30-minute intervals behind the 270-foot dragon coiled around the building’s spire.

Custom Tower Lights inspired by House of the Dragon to celebrate the campaign launch
Themed Fifth Avenue windows featuring iconic visuals and dragon-inspired installations

Exclusive fan experience with themed activations outside the Empire State Building
Cast appearance and media event celebrating the new season with fans and press

Global media coverage across entertainment, lifestyle, and news outlets
Social media campaign generating millions of impressions through branded content