Warner Bros. Discovery’s streamer Max has selected Droga5 to lead experiential marketing for the release of the upcoming series “Dune: Prophecy.”

The appointment, which will center on an immersive activation at New York Comic Con in October, follows a competitive RFP. Two other agencies were involved in the process, according to Sono Mitchell, senior VP of program marketing, drama and docs, at HBO. Mitchell declined to name the other agencies. 

Based on the novel “Sisterhood of Dune” by Brian Herbert and Kevin J. Anderson, “Dune: Prophecy” is part of the expanding “Dune” franchise at Warner Bros. Discovery, and is a prequel to the recent Denis Villeneuve film adaptions of the sci-fi books written by Frank Herbert. “Dune: Prophecy” will premiere in November, although the exact date has yet to be announced.

New York Comic Con, which will run from Oct. 17-20, will serve as the kickoff for the show’s launch campaign. HBO will release the “Dune: Prophecy” trailer at the event as well as host a talent panel, Mitchell said. While the partners declined to provide details about the immersive activation, the event will revolve around the series’ central characters, two sisters of the Harkonnen family, and the manipulation and deceit that define their journey, said Scott Bell, chief creative officer at Droga5.

In addition to getting “Dune” fans excited for the series, the activation will also aim to attract new viewers to the prequel series, which won’t require extensive knowledge of the franchise to follow, Mitchell said. 

Droga5 previously worked with HBO in 2019 to lead the launch campaign for the network’s final season of “Game of Thrones.” The “#ForTheThrone” campaign, which was recognized by Ad Age as 2020’s Content Marketing of the Year, included brand participation from Bud Light, Mtn Dew, Shake Shack the NBA’s Minnesota Timberwolves. It also drove 300,000 fans to donate blood to the Red Cross.