Giant dragon’s egg lands in Melbourne ahead of BINGE’s House of The Dragon launch
To celebrate the upcoming launch of Game of Thrones prequel, House of The Dragon, Foxtel streamer BINGE is stirring anticipation for the series with the installation of a life-size dragon’s egg on the shores of the Great Ocean Road beach in Anglesea via Thinkerbell.
The four by two metre egg has since been relocated with the help of a forklift and twelve tonne tilt tray truck to Melbourne where it is being housed at Federation Square for Melbournians to come and see for themselves.
The hyper-realistic fantasy experience pays close attention to detail, with the watchful eye of an adult dragon, silhouettes of a flight of dragons over buildings across the city and the calls and sounds of dragons. The experience is also furthered the newly released DracARys app, an augmented reality app, where fans can hatch their own personalised virtual dragon egg, and raise their very own pet dragon at home. The app is available to download in the Apple and Google Play app stores.
The installation forms part of a broader three month campaign running from August to October across paid, owned, earned and social channels. Thinkerbell handled creative and earned, in partnership with media agency Mindshare, social agency We Are Social, and Wonder, who produced the dragon egg activation, as well as Habitat, who created the dragon eye and creative OOH.
Other campaign activations rolled out across outdoor, national TV, cinema, print, ambient, radio, video, display, social and search. The outdoor work included a 3D billboard was also executed on Melbourne’s ‘The Bourke’, developed by The Mill, which featured a giant dragon that appears and roars at passersby.
Alison Hurbert-Burns, BINGE executive director said: House of The Dragon is the year’s biggest TV show, so naturally we wanted to go big with our campaign…and that’s what we have done. Along with our wonderful agency partners, we have delivered the largest scale campaign ever implemented for BINGE since its launch in 2020.”
“At every touchpoint, around every corner and in every channel, people will be seeing and hearing about Dragons.
“It’s been three long years since the Game of Thrones finale went to air, and fans, like me, have been eagerly awaiting the prequel set 200 years prior. Now the wait is over with House of the Dragon now streaming on BINGE with new episodes weekly.”
Adam Ferrier, chief thinker, Thinkerbell, said: “It’s only fitting that the world’s biggest show receives the biggest launch. From installations to flaming press ads, projections to 3D billboards, and a giant dragon egg, nowhere has been safe from the wrath of the fire breathing stars of the show. We’ve loved working with Mindshare, We Are Social, Wonder and the rest of the agency village, to give House of the Dragon the scale and impact it deserves.”
Credits
Client – BINGE
Digital media – Streamotion
Creative and earned – Thinkerbell
Media strategy & buying – Mindshare
Social – We Are Social
Dragon egg production – Wonder
Dragon eye production and creative OOH – Habitat
3D Billboard – The Mill
Earned photography – Aaron Walker
Earned videography – Tim Smith
Executive Director, BINGE – Alison Hurbert-Burns
Director of Marketing, BINGE – Annabelle Greene
Director of Communications, BINGE – Asha Burns
Executive Director Foxtel Group Media, John Matthews
Head of Media, BINGE – Tim Micallef
Senior Marketing Manager, BINGE – Kara McEwan
Senior PR Manager, BINGE – Chelsea Metaxas
Publicist, BINGE – Charlotte Leddie
Design Lead, BINGE – Susanna Ichwandi
AV Lead, BINGE – Reilly Baker
Motion Graphic Lead, BINGE – Santiago Florez Fernandez
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