HBO and Uber have partnered to promote HBO’s new streaming service by delivering Game of Thrones‘ Iron Throne right to lucky users’ doorsteps.
On April 16 and 17 in New York City, Uber users have been able to use the mobile app to request an Iron Throne, the titular throne from HBO’s hit series said to be made of the swords of defeated enemies. HBO is transporting the thrones in glass moving trucks. Uber users can also tour Manhattan in a Game of Thrones-themed pedicab. To promote the services, HBO is using the hashtag #RideOfThrones across social.
Since the HBO Now streaming services is primarily marketed to Millennials, HBO wanted to join with a Millennial-friendly company in order to reach its target audience.
“With the launch of HBO NOW, we wanted to partner with an innovative brand that has a strong mobile/digital platform and a Millennial, tech-savvy audience. So, Uber felt like a natural fit,” says Jason Mulderig, vice president of brand and product marketing for HBO.
#RideOfThrones marks the launch of HBO Now, the cable network’s foray into online streaming service. HBO Now allows users to access the company’s library of movies and original content online without subscribing to the premium cable service.
According to Mulderig, response to the campaign has been overwhelmingly positive, both on social media and on the Uber app. “We felt this was a breakthrough opportunity that gave fans a one-of-a kind experience and aligned with the unmatched programming available with HBO Now,” Mulderig says. “So far the activation has generated a lot of buzz and excitement. Particularly we’ve seen an overwhelming response in social media. The thrones were in constant demand all day.”