HBO: Game of Thrones

The Maester’s Path

A transmedia campaign that introduced people to the world of “Game of Thrones” through the 5 senses. The campaign included interactive experiences, online puzzles and games, 3D audio, blogger outreach, an ipad app, scent design and food trucks with culinary dishes created by chef Tom Colicchio.

Game of Thrones Case Study from Campfire on Vimeo.

The Maester’s Path website

Link: themaesterspath.com website

Kickoff: Outreach Packages

100 boxes containing scrolls, maps, scent vials and mixing tools were sent to a targeted group of influencers.

The “scent boxes”

Scent vials.

I did much of the hand illustrated design on this project myself including the design of the scent symbols, vial labels, illustrated scrolls, coded typography and the weather journal pages.

Scroll detail.

Scent Puzzle

Each week a new puzzle was launched. The first targeted the sense of smell. It required that players visit the blogs and sites of people who had received the outreach packages. There were 3 different versions of the scent boxes so users had to share with one another and visit multiple sites in order to cobble together all the information needed to solve the puzzle.

The reward for each of the puzzles was a preview clip from the show. Facebook Connect and Get Glue badges allowed players to share their success and drive increased awareness for the campaign.

Sound Puzzle

The latest in 3-D audio technology was used to create an intriguing experience that plunged the sense of sound into the middle of the “Inn at the Crossroads”.

Sight Puzzle

The sight puzzle was a first-person, 3-D walkthrough of “The Wall”. A player’s goal is to spot invaders from the North and blow a horn to sound the alarm.