For The Throne
隨著《權(quán)力的游戲》進(jìn)入最后一季，整個世界都在爭奪寶座。但是，正如真正的粉絲們所知道的那樣，要登上王位，沒有捷徑可走。因此，HBO聯(lián)合創(chuàng)意代理商Droga5發(fā)起了一場全球競賽，要求贊助商們來一場真正的全球競賽，用實(shí)力爭奪“王位”。
據(jù)悉，這一挑戰(zhàn)在全球引起了激烈的反響。各路贊助商、品牌、粉絲等紛紛加入號召，《權(quán)力的游戲》成為了美國最大的啤酒品牌百威在超級碗中的代言。一支NBA球隊(duì)為此改名了，100多個其他品牌也加入進(jìn)來。該活動在社交媒體上也掀起了巨浪，在社交平臺上被提及超670萬次，約10萬篇相關(guān)文章被報(bào)道，19億的潛在受眾。
部分品牌
OREO 奧利奧
Mountain Dew 激浪
Budweiser 百威
Shake Shack
The Bellagio, Las Vegas
項(xiàng)目信息
品牌/廣告主
HBO
營銷機(jī)構(gòu)
Creative Agency 創(chuàng)意代理商
Droga5/HBO
參與者
獎項(xiàng)榮譽(yù)
2020
D&AD Awards
Media | Use of Events & Stunts
Graphite Pencil
2020
The One Show
Creative Effectiveness | Creative Effectiveness | Consumer / Brand
Gold Pencil
2020
The One Show
Public Relations | Co-Promotions
Gold Pencil
2020
The One Show
Integrated | Integrated Branding Campaign
Silver Pencil
2020
The One Show
Integrated | Innovation in Integrated Branding
Merit
2020
The One Show
Public Relations | Integrated PR Campaign
Silver Pencil
2020
The One Show
Branded Entertainment | Innovation in Branded Entertainment
Bronze Pencil
2020
The Webby Awards
Advertising, Media & PR | Media & Entertainment
Winner
2020
The Webby Awards
Advertising, Media & PR | Real-Time Response
Nominee
2020
The Webby Awards
Advertising, Media & PR | Social Media Campaign
People’s Voice Winner
2020
The Webby Awards
Advertising, Media & PR | Best Launch
Nominee
2020
The Webby Awards
Advertising, Media & PR | Experience Marketing
Nominee
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