In preparation of last night’s long-awaited season 5 premiere of Game of Thrones, HBO has captivated its loyal fans with an interactive social media campaign #CatchDrogon.
Drogon – a beloved show member – has been missing since season 4, and the show’s Twitter account has asked fans to find him. Participation is fairly simple but requires consistent monitoring, which will help spike fan engagement on the social channel. All fans need to do is post a photo or gif of the best way to catch Drogon utilizing the trending campaign hashtag (#CatchDrogon). If the bait is successful, fans should retweet the post as fast as possible to catch the dragon before he flies away. In the end it’s a win win for these die-hard fans – those with successful Twitter bait skills will receive exclusive show content, and those who don’t catch the character will still receive some form of fan appreciation. This is a great example of how a brand can tap into its extremely active Twitter fanbase to further boost engagement.