Max mounted a massive dragon on the Empire State Building to celebrate the season two release of “House of the Dragon.” (Max image)
June 17, 2024
Max rolled out its global “Raise Your Banners” campaign in New York City for the return of the HBO original drama series “House of the Dragon,” the second season of which premiered June 16 on HBO and Max.
Iconic institutions, sports teams, brands, and local businesses pledged their loyalty to either Team Green or Team Black, culminating in a takeover of the Empire State Building to conclude the campaign.
June 16 Max unveiled Team Green’s takeover of the Empire State Building with a 270-foot installation of Vhagar the Dragon coiled around the building’s mast. Covering the mast was a 132 feet, true-to-size dragon replica anchored onto the building at 153 points. For a limited time, the building will be illuminated green (with lighting effects every hour) and will have exclusive fan photo opportunities with the legendary Iron Throne from “House of the Dragon” June 19. Additionally, visitors can be among the first to experience Zynga’s high-profile “Game of Thrones: Legends,” now available for pre-registration, on the 80th floor of the Empire State Building.
“As we head into the second season of HBO’s award-winning series, ‘House of the Dragon,’ we want to give fans all over the world — the very people whose passion has made this series a success — the opportunity to dive deep into the world of Westeros,” said Zach Enterlin, EVP, brand, content and creative, streaming marketing, said in a statement. “As iconic institutions, sports teams, brands, and local businesses pledge their allegiance to either Team Green or Team Black, we remind fans of the looming battle in Westeros, and call on them to choose a side and raise their banners as the season unfolds.”
In partnership with Giant Spoon, RQ and Busterwood, Max brought the Targaryen civil war from Westeros to the modern world through a mix of real-life and digital takeover stunts that rallied fans, landmarks, institutions, brands, sports teams, and local businesses in New York City to choose a side — Team Green or Team Black — and called on the entire world to follow suit in raising their banners. The campaign began on June 10 when the Brooklyn and Manhattan Bridges raised their banners for Team Green and Team Black, respectively, via a viral CGI stunt promoted by @WhatIsNewYork and @NYBucketlist.
Cities around the world followed suit, with digital (CGI) banner takeovers of iconic landmarks and buildings, including the Eiffel Tower (Paris), Sugarloaf Mountain (Rio de Janeiro), Sydney Harbor, Al Ula (Saudi Arabia), Petronas Twin Towers (Kuala Lumpur), Obelisco Buenos Aires, Marina Bay Sands (Singapore), and many others.
Other landmarks and institutions throughout New York City — including the Empire State Building, New York Stock Exchange, Rockefeller Center, Grand Central Terminal, and Citi Field (The Mets) — raised physical banners for their chosen King or Queen, further dividing New York into Team Green and Team Black territories.
Local NYC bars and restaurants also played a role in the campaign, offering custom food items and exclusive “House of the Dragon” merchandise. Leon’s Bagels, John’s of Bleecker, Mile End Delicatessen, and The Flower Shop pledged their allegiance to Team Green, while Murray’s Bagels, Roberta’s, Gray’s Papaya, and Ray’s pledged their allegiance to Team Black.
Max’s Human By Orientation hosted an official “House of Drag” watch party June 16 in Brooklyn, N.Y.. Hosted by Priyanka of HBO’s “We’re Here,” this one-night-only event will feature a “Battle for the Iron Throne” with Fagtasia, a Brooklyn-based theatrical drag collective performing and pledging for Team Green or Team Black in this special Pride Month event.
Fans at home were invited to become central characters in the fight for control of Westeros through a global “Raise Your Banners” digital character poster generator experience, created in partnership with Media.Monks, where fans can digitally transport themselves into the world of Westeros and pledge their loyalty to Team Green or Team Black. The experience is available globally for fans in nine languages until the season finale, allowing them to declare their chosen side or, as the season progresses, even switch allegiances.
In partnership with Max, Snapchat June 16 launched a dual selfie and world view lens featuring the highest-fidelity dragon ever seen on mobile devices, with innovative audio machine learning (ML) capabilities. Through audio ML cues, the dragon will breathe fire and take flight, creating an interactive experience. As the lens gains traction, the audio ML will become faster and smarter, enhancing the user experience with every interaction, according to a Max release.
Subscribe HERE to the FREE Media Play News Daily Newsletter!
Ahead of the June 16 premiere, the Max homepage featured a fiery background, and more. Streamers were greeted by a preview video showcasing the series’ dragon Syrax and a Max logo. A new list of profile avatars with characters from the show will be available for fans to personalize their profiles and pledge their allegiance to Team Black or Team Green.
In celebration of the new season, Max’s “Iron Throne Room,” an immersive environment on Apple Vision Pro, has also been updated to replicate the Throne Room from season two with green banners, the epic Targaryen-era Iron Throne, and a never-before-seen mural of King’s Landing on the ceiling, along with ambient spatial audio that brings the room to life.
Fans can also dive into the World of Westeros collection page, home to “The Game of Thrones Podcast: House of the Dragon,” the official HBO companion podcast to the series, behind-the-scenes pieces and exclusive extras.