House of the Dragon (HOTD) S2 Launch Campaign (2025)
Client
PHD Media NL (Part of Omnicom)
Context
Industry collaboration coursework
Duration
4 weeks (Feb–Mar 2025); Revised Nov 2025
Scope
Market research, audience & market analysis, creative ideation, channel planning
Selected as best-in-cohort by lecturers, industry professionals, and agency representatives from PHD Media, the project was recognised for its strategic clarity, audience awareness, and research-driven creative direction.
Achievements
Best-in-cohort individual campaign pitch
assessed by advertising industry professionals
...
Project overview
House of the Dragon (HOTD) is the official prequel to the legendary long-running TV series Game of Thrones).
Briefed by PHD Media NL (Part of Omnicom) on behalf of HBO Max, the project aims to celebrate the launch of the series' second season with a spectacular, eventful campaign that builds general awareness and excitement, draws in a broader audience (especially drama lovers), as well as promote the platform as the ultimate, premium gateway to everyday entertainment.
The challenge
As a medieval fantasy series with mostly new characters and dragons, House of the Dragon (HOTD) offers a fresh story you can enjoy as a standalone experience. However, thanks to the legacy of its acclaimed sequel, the series is best known for its connection to that established lore.
Without a stronger signal that prior knowledge isn't required, many potential new viewers may hesitate to dive in, fearing they won't be able to catch up.
At the same time, HBO Max needed to strengthen its premium brand image as competition among streaming platforms in Dutch households continued to intensify.
This led us to a key question:
How do we popularise something that is niche yet highly regarded, in a way that delivers a sense of superior quality?
Research-driven strategy
I started by researching the product and target audience to understand where the biggest opportunities might lay.
Ultimately, three sets of consumer insights informed the direction of this campaign, which I summarised as "bring back the physical, the real and the grandiose":
From there, a multi-channel integrated campaign gradually came together.
The strategy, built around the slogan "Rally & Reign" (revised), combines three activations:
1. Online UGC contest – Encouraging fans to create and share memes, short-form videos, and other content that introduces the series' characters and world to new fans.
2. (D)OOH city-centre takeover + themed tram wrap – Bringing the world of HOTD to life across high-traffic locations in central Rotterdam and Utrecht.
3. VR gaming pop-up + Red Bull collaboration & giveaway – Inviting people & their friends to experience the excitement together through an immersive, competitive VR game, complemented by free summer refreshments.
Outcome
Selected as best-in-cohort by lecturers, industry professionals, and representatives from PHD Media, the individual project was recognised for its strategic clarity, audience awareness, and research-driven creative direction.
I was also invited to present my plan at the course’s closing event at Pllek Amsterdam.
You can check out my revised presentation slides here.
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