ABSTRACT
In April 2019, three strong brands came together to promote a cause that combined their position as entertainment phenomenon, well-established and well-respected NGO and as a stage for new innovations and technologies. In partnership with American Red Cross, HBO invited fans to prove their Game of Throne devotion and Bleed For The Throne. Bleed For The Throne would become most abundant blood donation promotional effort by an entertainment company in American Red Cross history, with six days of coordinated giving from fans across the entire country. In addition to blood drives in 43 states and nine colleges and universities across the United States, the partnership included an immersive experience at SXSW. Bleed For The Throne serves as not only an example of immersive Experiential Marketing, but also demonstrates how various existing brands, storylines and industries can be weaved together by a shared story and purpose to create a new experience, rich on its own in multiple narrative designs and storylines.
