This afternoon, HBO had "Game of Thrones" fans glued to their screens with a torturous unveiling on Facebook Live. Working with 360i, the broadcaster placed a gigantic block of ice in front of the cameras, with the promise that hidden within it was a big secret -- the debut date of Season 7.
The social campaign asked fans to comment with the word "fire," which would then activate a flamethrower trained upon the frozen block. Commenting with "Dracarys!" (in GoT-speak, "dragonfire") would double the damage with a pair of flames. The more fire thrown, of course, the quicker fans would find out when they should plan their viewing parties.
The activation was not without hiccups. About 10 and a half minutes in, it experienced a glitch, and the broadcast ended unexpectedly with a still solid block and no reveal, enraging fans. (According to the agency, Facebook is looking into what went wrong.)
But perhaps that just added to the suspense. The video eventually rebooted, the flames shot once again, the show's stars checked in with words of encouragement, and in the end, more than 150,000 fans vented their frustration over a course of 45 minutes "This is a psychological experiment proving what drones we are," said one viewer. "You know what is burning up faster? People's data plans," said another. "Wouldn't it be funny if the premiere date was in 2019?" someone else asked.
By the way, Season 7 premieres on July 16, 2017.