Case Study: HBO brings House of the Dragon to the cultural forefront with Digital Media Management

HBO drives 1B impressions for House of the Dragon with Digital Media Management

HBO partnered with Digital Media Management (DMM) to launch a social media campaign for its new series, House of the Dragon. The challenge was to reignite interest in the Game of Thrones universe and bring both legacy fans and new viewers to the prequel, establishing it as a major cultural event and a successful addition to the franchise.

Digital Media Management implemented a comprehensive 360-degree social strategy. This included managing both the new show's and the legacy franchise's social accounts, creating platform-specific content, leveraging nearly 400 influencers, and executing exclusive activations at events like San Diego Comic-Con. The results were historic; the campaign amassed over 1 billion impressions and 447.3 million views. House of the Dragon became HBO's most-watched premiere with nearly 10 million viewers and gained almost 3 million new followers across social platforms, with DMM notably growing the show's TikTok following by 605,000.

HBO