COMPETITIONS
academy
awards
June 18, 2024
Max’s ‘Raise Your Banners’ Campaign Culminates in NYC
INTROSTORYGALLERYCREDITS
Vhagar clings to Empire State Building in ‘House of the Dragon’ stunt.

Max took over New York City this June in advance of the season-two premiere of HBO’s Game of Thrones prequel, House of the Dragon, on Sunday, June 16 at 9 p.m. ET/PT on HBO and Max, with each episode available to stream on Max as it premieres.  

The weeks-long campaign culminated with a 270-foot installation of Westeros’ largest dragon, Vhagar, wrapped around Manhattan’s Empire State Building via 153 connection points. Through Wednesday, June 19, the building will be illuminated in green with lighting effects every hour. Fans can also visit to take photos of themselves on the Iron Throne and to experience Zynga’s new game, “Game of Thrones: Legends,” on the building’s 80th floor. 

“As we head into the second season of HBO’s award-winning series, House Of The Dragon, we want to give fans all over the world — the very people whose passion has made this series a success — the opportunity to dive deep into the world of Westeros,” said Zach Enterlin, executive vice president, brand, content & creative, streaming marketing, in a statement. “As iconic institutions, sports teams, brands, and local businesses pledge their allegiance to either Team Green or Team Black, we remind fans of the looming battle in Westeros, and call on them to choose a side and raise their banners as the season unfolds.”

Leading into the premiere, Max partnered with digital and experiential agencies Giant Spoon, RQ and Busterwood to bring Westeros to the modern world. Various businesses and institutions around New York City declared their allegiance to Team Green, led by the upstart Hightowers and King Aegon II (Tom Glynn-Carney), and Team Black, led by Queen Rhaenyra Targaryen (Emma D’Arcy), her uncle-husband Prince Daemon (Matt Smith).

The campaign began Monday, June 10 when the Brooklyn and Manhattan Bridges raised virtual banners for Team Green and Team Black, respectively, via a viral CGI stunt promoted by @WhatIsNewYork and @NYBucketlist.

New York wasn’t the only city hanging digital (CGI) banners. Takeovers of iconic landmarks and buildings took place on Paris’ Eiffel Tower, Rio de Janeiro’s Sugarloaf Mountain, Sydney Harbor, Saudi Arabia’s Al Ula, Kuala Lumpur’s Petronas Twin Towers, Obelisco Buenos Aires, Singapore’s Marina Bay Sands and others.

Meanwhile, other landmarks and institutions throughout New York City — including the New York Stock Exchange, Rockefeller Center, Grand Central Terminal and the Mets' Citi Field — raised physical banners for their chosen King or Queen, further dividing the city between Team Green and Team Black.

Team Black banners hang at New York City's Grand Central Station.

Local NYC bars and restaurants jumped into the fray, offering custom food items and exclusive House Of The Dragon merchandise. Leon’s Bagels, John’s of Bleecker, Mile End Delicatessen, and The Flower Shop pledged their allegiance to Team Green, while Murray’s Bagels, Roberta’s, Gray’s Papaya and Ray’s pledged their allegiance to Team Black, further fueling the city’s Team Green vs. Team Black rivalry.  

 Max’s Human By Orientation hosted an official “House of Drag” watch party on Sunday in Brooklyn, New York. Hosted by Priyanka of HBO’s We’re Here, the one-night-only, sold-out event featured a “Battle for the Iron Throne” with Fagtasia, a Brooklyn-based theatrical drag collective that is performing and pledging for Team Green or Team Black during the Pride Month event.

RELATED: HBO, Max Just Getting Started When It Comes to Pride

Fans at home were invited to join the fight for control of Westeros through a global “Raise Your Banners” digital character poster generator experience, created in partnership with Media.Monks. Fans can digitally transport themselves to Westeros where they can pledge their loyalty to Team Green or Team Black. The experience is available globally for fans in nine languages until the season finale, allowing them to stick with their chosen side or switch allegiances.

Snapchat launched a dual selfie and world-view lens featuring a high-fidelity dragon with audio machine learning (ML) capabilities. Through these audio ML cues, the dragon can breathe fire and take flight. As the lens gains traction, the audio ML becomes faster and smarter.

Max’s homepage was reskinned with a fiery House of the Dragon background. Viewers using the Max app are greeted with a preview video showcasing Rhaenyra’s yellow dragon Syrax alongside a festive Max logo. A new list of profile avatars with House of the Dragon characters are available for fans to personalize their profiles.

Max also worked with Apple to create an updated “Iron Throne Room,” an immersive environment on Apple Vision Pro, that includes hanging green banners, the epic Targaryen-era Iron Throne, and a never-before-seen mural of King’s Landing on the ceiling, along with ambient spatial audio that brings the room to life. 

Finally, fans can dive into the World of Westeros collection page, home to “The Game of Thrones Podcast: House of the Dragon,” the official HBO companion podcast to the series, as well as behind-the-scenes posts and other extras.

 House of the Dragon premiered to an audience of 7.8 million viewers on HBO on Sunday night, down 22% from the series premiere’s 10 million viewers in 2022. Max, however, boasted its biggest streaming day ever with the show’s return, according to Variety.

Credits
TOP STORIES
MORE BRIEFS
Jul 17, 2024
Promo Mojo: Ten Days Out, NBCU Keeps Olympics Flame Lit
Jul 10, 2024
Promo Mojo: NBCU’s 2024 Paris Summer Olympics Returns to Top of Podium
Jul 10, 2024
NBA 2K25 Unveils Cover Stars
Jul 9, 2024
Pop Hits Create Symptoms for Listeners in Spotify Italy Campaign
Jul 3, 2024
Promo Mojo: Fox News Rises After Presidential Debate
Jul 1, 2024
SZA Shows Off Her Handstand Skills in NBC Olympics Spot
Jun 27, 2024
G.E.M.A. Slates Two-Day Fall Event, ‘Converge 2024’
Jun 27, 2024
G.E.M.A. Travels to Spain’s Conecta Fiction & Entertainment
Jun 26, 2024
Promo Mojo: NBC Stays on Top With Olympic Trials
Jun 26, 2024
Ashley Champ Joins Versus as VP, Brand Partnerships and Talent
Jun 26, 2024
CBS Mornings Invites Viewers to Submit Mixtapes
Jun 25, 2024
‘Bridgerton’ Stuffs Main Titles with Easter Eggs for Season 3
Jun 25, 2024
Greg Mitchels Named Creative Director, Editor at Northern Lights
Jun 24, 2024
CNN Exhorts Viewers to ‘Follow the Facts’ Ahead of Presidential Debate
Jun 19, 2024
Promo Mojo: NBC Continues to Dominate
Jun 19, 2024
HBO Sews Up ‘House of the Dragon’ Main Titles
Jun 18, 2024
We Are Royale Livens Up Disney Lorcana
Jun 12, 2024
Promo Mojo: Three in a Row for NBC’s ‘America’s Got Talent’
Jun 11, 2024
Queen Elizabeth Visits the Medici Court in Starz’ ‘Serpent Queen’
Jun 11, 2024
Telemundo Marks Two Years Until FIFA World Cup 26
Jun 10, 2024
Apple Enters AI Era
Jun 10, 2024
CNN, Zealot Ratchet Up Tension in ‘Secrets and Spies’ Trailer
Jun 6, 2024
Sibling Rivalry Names David Brickel Managing Director, Executive Producer
Jun 6, 2024
Melanie Wills Named Managing Director, EMEA at Allied Global Marketing
Jun 5, 2024
Promo Mojo: NBC Dominates with Summer Reality Shows
Jun 5, 2024
TV 2 Denmark Named Europe Creative Marketing Team of the Year
Jun 4, 2024
Audible Rolls Out First-Ever Global Brand Campaign
Jun 4, 2024
Lobo Forms Strategic Partnership With Surreal Hotel Arts
Jun 3, 2024
Allied Global Marketing Launches Pride Initiative
Jun 3, 2024
Christina Anderson Joins Cutters Detroit as Executive Producer
May 31, 2024
Finalist Friday: Spot Not Using Programme Footage
May 31, 2024
United Arlines Flies Patagonian Fans to Wrexham
May 31, 2024
Supercell Gathers Hollywood Stars for ‘Squad Busters’ Launch
May 30, 2024
HBO, Max Just Getting Started When it Comes to Pride
May 30, 2024
‘Moana 2’ Teaser Trailer Sets Viewership Record
May 29, 2024
Promo Mojo: Return of ‘America’s Got Talent’ Gives NBC Top Slot
May 29, 2024
Stress Levels Rise Higher in Season 3 of FX’s ‘The Bear’
May 24, 2024
Finalist Friday: Brand Spot
May 23, 2024
G.E.M.A. Names 2024 ‘Of The Year’ TV/Streaming Europe Finalists
May 22, 2024
Promo Mojo: Fox Hopes Viewers Eat Up ‘Gordon Ramsay’s Food Stars’
May 21, 2024
Alkemy X Launches Independent Film Services Division
May 21, 2024
Sibling Rivalry Names Bo Bishop Executive Director, Creative Strategy
May 17, 2024
Finalist Friday: Motion Graphics
May 15, 2024
Promo Mojo: ABC Leads with Stalwarts ‘GMA,’ ‘Jeopardy!’
May 15, 2024
Imaginary Forces’ Ever-Changing Main Titles for Apple TV Plus’ ‘Dark Matter’
May 14, 2024
War is Coming to HBO’s ‘House of the Dragon’
May 13, 2024
'Doctor Who' Lands in New York, Los Angeles
May 13, 2024
What Inspired Imaginary Forces’ Anna Chen's ‘Man in Full’ Main Titles
May 8, 2024
Promo Mojo: What Primetime Game Show Leads This Week’s Ranker?
May 7, 2024
Fox's Elodie Yung Celebrates AANHPI Heritage Month
May 1, 2024
Promo Mojo: NBC Retains Gold With 2024 Summer Olympics
Apr 24, 2024
Promo Mojo: NBC’s Summer Olympics Makes Its Debut
Apr 23, 2024
The BBC Is ‘Made to Make You Think’
Apr 23, 2024
Prime Video to Host FYC Experience at NYA West
Apr 22, 2024
Entertainment Brands Dig In to Earth Day
Apr 19, 2024
Surprise! Taylor Swift’s ‘Tortured Poets Department’ Is Actually Two Albums
Apr 17, 2024
Promo Mojo: Billy Joel Keeps CBS on Top
Apr 17, 2024
Team USA Is ‘One for All’
Apr 16, 2024
Paramount Plus Live Streams National Parks for Earth Week
Apr 16, 2024
CBC Counts Down 100 Days ‘Til Paris Olympics
Apr 16, 2024
Telemundo Returns to ‘Neustras Finanzas’ for Financial Literacy Month
Apr 11, 2024
‘Polin’ Season of ‘Bridgerton’ Blooms May 16
Apr 10, 2024
Promo Mojo: CBS Again Claims Three of Top Five Spots
Apr 10, 2024
Greece’s Cosmote TV Pays Tribute to Brad Pitt
Apr 9, 2024
Hello, The Drag Queens Are Here
Apr 8, 2024
Paramount Plus Explores More ‘Evil’ in Series’ Final Season
Apr 4, 2024
Starz Promotes Marketing Executives
Apr 3, 2024
Promo Mojo: CBS Occupies Three Out of Week’s Top-Five Slots
Apr 2, 2024
G.E.M.A. to Host First Member Event in Santa Monica
Apr 2, 2024
Hot Spot: Imaginary Forces’ ‘New Look’ Main Titles Bloom for Apple TV Plus
Apr 2, 2024
Disney, Nat Geo Team Up to Celebrate Earth Month
Mar 28, 2024
New Season, New Reasons to Say Yes to YES
Mar 27, 2024
Promo Mojo: As It Moves to ABC ‘9-1-1,’ Stays on Top
Mar 26, 2024
It’s a Snow Day in South Park!
Mar 26, 2024
Hot Spot: Imaginary Forces Heads to ‘Palm Royale’ for Apple TV Plus
Mar 25, 2024
Hulu Takes Riley Keough ‘Under the Bridge’
Mar 22, 2024
Ncuti Gatwa is a Doctor Who for a New Generation
Mar 21, 2024
All Must Choose in HBO’s ‘House of the Dragon’
Mar 20, 2024
Nat Geo Rolls Out Royal Campaign for ‘Queens’
Mar 19, 2024
SAM Reunites With NewsNation on Sonic Brands
Mar 19, 2024
Promo Mojo: ABC Hypes ‘9-1-1’ After Move From Fox
Mar 15, 2024
Hot Spot: Whistle for Peeta in E!’s ‘Hunger Games’ Marathon Promo
Mar 13, 2024
Hot Spot: Peter Anderson Studio Takes ‘Constellation’ Out of This World
Mar 12, 2024
Hot Spot: Elastic Sets Sail on Main Titles for FX’s ‘Shōgun’
Mar 12, 2024
Promo Mojo: And the Winner is ABC’s Oscars
Mar 12, 2024
HBO Digs Into ‘The Truth Vs. Alex Jones’
Mar 11, 2024
Cozi TV to Take ‘Roseanne’ Couch on Tour
Feb 29, 2024
G.E.M.A. Officially Debuts at Live Event at Grammy Museum
Feb 29, 2024
As Marketing Migrates to New Platforms, Its Purpose Stays the Same
Feb 23, 2024
HBO Explores ‘A Revolution on Canvas’
Feb 22, 2024
Promax Transforms to The Global Entertainment Marketing Academy of Arts & Sciences
Feb 1, 2024
Fox’s Anthony Anderson Tells His Story for Black History Month
Jan 31, 2024
Bellaluca is the Perfect Marriage of Strategy and Creativity
Jan 29, 2024
Hot-Shot Pilot Inspires Blue-Eyed Girl in ‘Starfield’
Jan 29, 2024
Versus, Blacktag Introduce Curated Slate of Black Creators
Jan 29, 2024
The A Team Leads the Way to NFL Pro Bowl
Jan 28, 2024
Alibi Rolls Out Music Slate to Accompany Documentaries
Jan 28, 2024
U2 to Play Grammys Live from Las Vegas Sphere
Jan 26, 2024
Empire State Murals Inspire Imaginary Forces’ ‘Percy Jackson’ Titles
Jan 26, 2024
Vivid Zero Sharpens WINK’s On-Air Look
DRAG