The long night is coming ...and the long day, and the long afternoon. It's time to fight some ice-zombies.
To support the global launch of Game of Thrones: Legends, Zynga partnered with us to develop a scalable creative campaign that would introduce the mobile RPG to both dedicated fans of the HBO franchise and a broader mobile gaming audience.
The challenge? Showcase the game's rich storytelling, official license, and strategic gameplay, while clearly differentiating it from traditional match-three puzzle games.
Drawing inspiration from the iconic visual language of Game of Thrones and House of the Dragon, we developed a creative platform rooted in authentic franchise lore, combining motion graphics, animation and character-driven storytelling to reinforce the game's cinematic credentials.
Then, over an initial six-month campaign, we produced 141 creative assets spanning pre-registration and launch trailers, live-action, social content, and always-on marketing, establishing a narrative that positioned players as the defenders of Westeros.
It was important to quickly establish the narrative concept that the title exists outside of the story the TV show is set around. We created a prophecy, harnessing the likenesses and voices of cast from the show, and coupled it with a sophisticated motion graphics package representing the matchable gems to demonstrate the gameplay promise while teasing the game's cinematic storytelling.
When HBO took over New York landmarks to promote The House of the Dragon (see awesome inflatable dragon above), Zynga approached us with an exciting opportunity to create an activation at the top of the Empire State Building. We had just 4 weeks to ideate, develop, and execute the activation.
The Space
Our goal was to engage the Empire State’s 10,000 daily visitors by creating an immersive and highly shareable experience.
We transformed the space with character portraits, thematic backdrops, floor vinyls, and banners to create a cohesive and visually compelling environment.
The Glambot
The personalized glambot experience was designed to encourage organic social media activity. By posting their glambot videos with designated hashtags, visitors not only interacted with the brand but also entered a contest to become a character in the game, creating a deep connection between the audience and the game.
When Zynga briefed us on Game of Thrones: Legends, the game had exactly zero presence on TikTok. Our mission? Build a loyal digital kingdom of fans from scratch without getting executed in the process. After collaborating on competitive audits and aligning on target player personas, we launched a social blitz designed to lay siege to social feeds over several months.
We rolled out 5+ assets per week across 9 distinct micro-campaigns, keeping Westeros constantly active on our audience’s feeds. To prevent fatigue, we ran A/B tests and introduced new formats to keep casual scrollers on their toes. And by continuously using real-time performance data to tweak our creative angles, we turned a blank slate into a thriving social presence worthy of the Iron Throne.
To launch Zynga’s mobile puzzle RPG, we delivered the title’s tantalizing USP, the ability to summon characters from across the Game of Thrones and House of the Dragons universe to fight for your house, with cinematic authenticity.
Partnering with Kit Harington, we played with the star’s on and off-screen personas: the brooding hero and the actor who can’t escape his most famous role.
Working closely with the publisher, Licensor, and talent, from script to delivery, the trailer balanced dramatic emotion with referential charm, welcoming Kit back to the GoT universe to thrill fans and drive mass awareness.
Building on foundations set by the Pre-Registration trailer, the Launch trailer was designed to better explain gameplay mechanics, including the core loop, as a more direct push to install.
