HBO Game of Thrones

HBO × American Red Cross: Bleed for the Throne

Client: HBO / WarnerMedia / Giant Spoon

Campaign: Bleed for the Throne (Game of Thrones Season 8 Launch)

Role: Studio Lead, Experiential Concept, Design & Fabrication

To launch the final season of Game of Thrones, HBO shifted from traditional broadcast promotion to a massive cultural movement. Bleed for the Throne translated the iconic tagline "What would you do for the throne?" into real-world action by asking fans to bleed for a cause.

Executed in partnership with the American Red Cross, the integrated campaign combined an immersive, award-winning SXSW activation with a massive 43-state national blood drive—creating the largest promotional blood donation effort by an entertainment company in American Red Cross history.

The Concept: A 15,000-square-foot experiential immersion in Austin, Texas, recreating the world of Westeros where attendees walked the path of fallen characters and pledged their blood.

Earned Media Engine: Framed by top-tier tech and cultural press (including Wired), the experience tied real-time physical participation to global blood collection scales, establishing high-intent narrative framing for national media.

Historic Scale: Highlighted by Deadline as the largest blood donation promotional initiative by an entertainment brand in American Red Cross history.

Industry Recognition & Awards

Clio Entertainment Awards (2019): Grand Winner

D&AD Awards: Wood Pencil / Archival Selection for Experiential & Direct Campaign Architecture