HBO and 360i have teased viewers anticipating the season premiere or Game of Thrones with fun social media campaigns like "Roast Joffrey," "Beautiful Deaths" and "Take the Throne."
Now, HBO is inviting them to a dragon hunt.
On Sunday, April 12, HBO at 11:00 am, before the show's season premier, HBO will be asking viewers to "#CatchDrogon," the beloved hatchling of Danerys Targaryen, named for her late husband Drogo.
Drogon only made brief appearances in the past season snatching a goat and slaughtering the goat herder's daughter. HBO is building off those moments and will be "releasing" Drogon into the social media-sphere, inviting fans to catch him with lures from the "Drogon Bait Shop", housed on Giphy. There, they will find dragon snacks in the form of animated gifs created from show content, such as a goat, a hound chowing down on chicken or sausage.
Ultimately, however, HBO expects audiences to cook up some bait of their own. "People may be putting their little brothers or sisters or bosses out there," joked 360i Group Creative Director Michael Nuzzo.
To "catch" Drogon, fans will have lay the "bait" on social media, tagged with #CatchDrogon. If they spot the dragon, to catch him, fans will need to retweet that post quickly before he flies off. Those who catch him will be treated to unique content -- or in some cases, actual prizes. If they miss him, he'll still leave something behind to let them know.
Read the full story on the #CatchDrogon campaign on Adage.com.