TVDRAMA
Series Mania has awarded its third annual best marketing initiative prize to the second season of HBO and Max’s House of the Dragon.
HBO and Max led a global campaign for the second season premiere with the official description of “how a global call-to-action ignited the realm by dividing the fandom into #TeamBlack and #TeamGreen.” Their efforts included collaborating with New York City institutions for exclusive media placements, including a 270-foot dragon coiled around the Empire State Building.
The campaign ultimately rallied fans, brands and iconic landmarks around the world to pledge their allegiance to Team Green or Team Black prior to the season two premiere on June 16, 2024, which ended up becoming the biggest streaming day in Max’s history. The season went on to average 25 million viewers per episode.
The award was presented to Marina Maslać, brand and content marketing director for EMEA, streaming, at Warner Bros. Discovery.
House of the Dragon was selected out of five finalists. The other four were Blur (Sputnik Media and DPG Media), Gąska (Prime Video, BDA Creative, Smakjam, Bespoke, KoMMitet PR), Parliament (Cinétévé, Studio Hamburg Enterprises, France tv distribution) and The Source (DDB Paris).
The award celebrates creativity in series marketing, recognizing not only promotion to the viewing audiences but also all initiatives undertaken by producers and distributors to raise awareness toward commissioners and buyers.
The jury for this year’s award included Stewart Clarke, senior VP of content, international, at Deadline; Manori Ravindran, London correspondent for The Ankler; and Valentin Richardot, CEO and editor-in-chief of J’ai Un Pote Dans La Com.
