Home of the Dragon is igniting its fanbase forward of Season 2 and setting information at Max.
To kick off the Season 2 advertising and marketing marketing campaign for the Recreation of Thrones prequel sequence, HBO and Max launched dueling Home of the Dragon trailers on March 21. The Inexperienced trailer showcases Queen Alicent Hightower (Olivia Cooke) and her supporters, “The Greens” (named for the colours of Home Hightower), and the Black trailer options Rhaenyra (Emma D’Arcy) and her supporters, “The Blacks” (named for the purple and black colours of Home Targaryen).
With the dueling trailers and a tagline stating, “All Should Select,” HBO was trying to make followers energetic individuals in Home of the Dragon’s advertising and marketing forward of Season 2’s June 16 launch, letting viewers present assist for his or her respective aspect by views, shares and hashtags. And the transfer paid off.
HBO and Max solely informed ADWEEK that the trailers scored greater than 80 million world video views within the first 72 hours, setting a file for the best-performing trailer for any unique sequence for the reason that streaming platform (previously HBO Max) launched in 2020. Moreover, the advertising and marketing stunt resulted within the most-talked-about trailers for the reason that platform’s premiere, with social dialog quantity reaching greater than 280,500 posts.
Nonetheless, firing up a fandom isn’t straightforward.
“Creating one huge trailer is figure, however to do two on the similar time was a little bit of a threat,” Steven Cardwell, vp of originals advertising and marketing for HBO and Max, informed ADWEEK. “You’re all the time anxious: Is just one going to get proven? How are folks going to know there are two? Are they going to cannibalize each other?”
Attaining Home of the Dragon’s dueling trailers took months of planning, and for a VFX-heavy dragon present, completed pictures are typically onerous to come back by weeks upfront.
Cardwell added, “If you’re working this far out, a variety of the dialog is about, ‘What can we present and what can we even have?’”
Along with logistical hurdles, Cardwell famous that—although the battle between The Greens and The Blacks is a central a part of the Targaryen civil warfare in George R.R. Martin’s Hearth & Blood novel—the phrases weren’t usually talked about in Season 1.
“It was actually about how had been we going to create a platform that might be accessible for extra informal followers of the sequence and even newcomers, but in addition for e book followers who had been going to know the vernacular of inexperienced and black,” Cardwell mentioned. “It was positively an concept from the books that we needed to create a possibility for followers to cosign.”
