HBO Max launched the new HBO Original series “House of the Dragon,” the prequel to the smash hit “Game of Thrones.” Brand activation agency Kumpany was asked by the streaming service to develop a high-profile three-day activation around the European premiere, which started on Thursday 11 August in the Beurs van Berlage.
The activation in the Beurs van Berlage was an offline experience that allowed visitors to walk through three rooms, inspired by the new HBO Max series 'House of the Dragon'. Props inspired by the series had been developed for this route, such as a nest with dragon eggs and a life-size dragon skull. In a multi-sensory corridor, visitors could experience what it's like to be surrounded by dragons and could take a seat on the Iron Throne from the mighty Targaryen era. A much bigger throne than the Game Of Thrones era throne.
The experience was part of the major premiere on Thursday 11 August for (inter)national guests, presented by Nikkie de Jager. On Friday 12 and Saturday 13 August, the experience was freely accessible to the public