Images courtesy of Campfire
On Sunday, April 24th, HBO’s newest show, Game of Thrones, brought viewers into the world of Westeros, a land flush with political machinations and magic. Based on George R.R. Martin’s highly acclaimed Song of Ice and Fire book series, the franchise came pre-packaged with a committed fan base that has been somewhat patiently waiting for the next installment for six years. With Game of Thrones, HBO hopes to replicate the success of True Blood, their previous foray in fantasy adaptations. To help that along, the studio turned to Campfire, the advertising agency behind True Blood‘s Blood Copy alternate reality game.
With True Blood, Campfire introduced the town of Bon Temps to audiences through a narrative that guided them through the introduction of vampires to human society. However, a similar tactic was out of the question for Game of Thrones, due to Martin’s openly protective stance towards the characters and worlds he creates. Since one of the goals of the campaign was to reassure fan communities that Game of Thrones was staying true to its source material, Campfire chose to focus on the world of Westeros itself through The Maester’s Path. As Campfire’s Executive Creative Director Mike Monello explains,
The work we did with True Blood was really an exercise with building a fan culture for the show, [and] what HBO has seen is how that really helped sustain the show. For Game of Thrones, a lot of this work was designed to facilitate the fan culture that was growing around the show and have HBO be a part of that, to have the fans know that HBO respected that . . . there’s more to fan culture than just “put the show on the air.”
The result of this thinking was a five-week long sensory exploration of the world that brought the rich lore of Martin’s stories to the forefront in “Stark” relief.