To promote the release of the fifth season of Game of Thrones, HBO initiated a worldwide, cross-social-media platform game that allowed fans to try to catch Daenerys Targaryen’s missing dragon, Drogon. Fans were offered clues and digital bait to help them catch Drogon and fans lucky enough to catch him were rewarded with unique content and some special prizes.
In just one day, the promotion earned 74,000 tweets, 6.6 million interactions and 1 billion total impressions, making it HBO’s most successful online promotion yet. The Season 5 premiere also became the most watched episode of the series to date.