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Droga5's First Work for HBO Is This Byzantine Instagram Contest for Hard-Core Fans


Exactly how obsessed are you with Game of Thrones, Silicon Valley and Last Week Tonight with John Oliver? HBO tests the depths of your nerd knowledge in a new campaign from Droga5—the agency's first work for the paid cable network—that sends you down a rabbit hole on Instagram, where you answer trivia to solve clues leading to fun prizes.

The Game of Thrones contest came first, rolling out Friday—and is, unfortunately for you GoT fans, already officially over. But you can still take the quiz, which works like this:

It opens on the familiar static screen that HBO uses at the beginning of each show. Clues are written in the captions; you click on tags in the photos to answer the questions and move to the next screen. There are lots of dead ends, featuring amusing original videos from the show's stars, and you have to go back and try again. The first person to get all the way through the puzzle is the winner. 

The "Into HBO" campaign will also feature Silicon Valley and Last Week Tonight contests, coming soon. [UPDATE: The Silicon Valley game went live Monday at noon ET.] 

The prizes are sweet, as well. The Game of Thrones winner gets tickets to Comic-Con in San Diego and an all-expense-paid trip. The Silicon Valley winner gets a replica of the Aviato car featured in the show. The Last Week Tonight winner gets tickets to a taping and an all-expense-paid trip to New York.

"We wanted to have some fun with the iconic HBO static," says Niklas Lindstrom, head of interactive production at Droga5. "Viewers have come to know that screen is the window into something truly remarkable. This campaign is a way to play with that notion. Instagram was the perfect platform to host this activation and allow loyal and new fans alike to dive in and be surprised with what they come across."

"When the iconic HBO static intro lights up their screens, our fans know they're about to experience something extraordinary," adds Chris Spadaccini, evp of brand and product marketing at HBO. We think they'll be excited by this innovative opportunity to go even deeper inside the static intro and engage with the brand on the Instagram platform."

Check out some of the dead-end videos below. And keep an eye on the HBO Instagram account for the next two contests.

Dead-end videos, Game of Thrones: 

Dead-end videos, Last Week Tonight with John Oliver:

Dead-end videos, Silicon Valley:


Client: HBO
Campaign: "Into HBO"

Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative Director: Erik Hogfeldt
Senior Creatives: Toby Treyer-Evans / Laurie Howell
Copywriter: Evan Barkoff
Jr. Art Director: David Spradlin
Chief Creation Officer: Sally-Ann Dale
Head of Interactive Production: Niklas Lindstrom
Social Producer: Alice Tam
Group Communications Strategy Director: Samantha Deevy
Social Communications Strategy Director: Tom Hyde
Account Director: Kristoffer Aldorsson / Caitlin Chandler
Account Supervisor: Michelle Villarreal
Head of Project Management: Katia Billings

Client: HBO
VP Consumer Marketing & Marketing Strategy: Chris Spadaccini
VP Brand & Product Marketing: Jason Mulderig
Director of Marketing: Dana Lichtenstein
Associate Marketing Manager: Kate Cohen
Production Company: Pet Gorilla
Creative Director: Reza Rasoli
Executive Producer: Dominic Bernacchi
Producer: David LeGrand

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