Unconventional HBO Stunt: Placing a Dragon on the Empire State Building

When it comes to bringing dragons to life, whether in the fictional world of “House of the Dragon” or in real life, meticulous planning and flexibility are key. HBO and Max recently embarked on a global campaign for the hit series “House of the Dragon” by erecting a massive 270-foot installation of Vhagar, the largest dragon in the show, atop the iconic Empire State Building just before the Season 2 premiere on June 16.

Pia Barlow, evp of originals marketing at HBO and Max, described the endeavor as groundbreaking, noting that nothing of this scale had ever been attempted before. The process involved collaboration with the Empire State Building and agency Giant Spoon, with the building’s owner ultimately giving the green light despite initial reservations, stating, “This is crazy, but let’s do it.”

To execute the installation, HBO and Max enlisted a team of experts, specialists, and engineers, with the dragon itself crafted by Bigger Than Life Advertising. However, as with any ambitious project, challenges arose along the way. Barlow shared insights into the intense planning sessions where weather conditions and technical details were scrutinized to ensure a successful outcome.

The installation, which featured intricate details and required meticulous rigging, faced delays due to unfavorable weather conditions. Barlow described the process as a waiting game, with the team monitoring weather forecasts and making the crucial decision to proceed with the installation just before the premiere.

The grand reveal of Vhagar perched atop the Empire State Building was a sight to behold, marking the culmination of months of planning and execution. The installation not only captured the attention of fans but also served as a focal point for the Season 2 campaign, allowing visitors to immerse themselves in the world of “House of the Dragon.”

In addition to the awe-inspiring dragon installation, the Empire State Building was transformed into a spectacle, with green lighting to signify allegiance to King Aegon, photo opportunities with an Iron Throne, and an exclusive preview of Zynga’s Game of Thrones: Legends game. The event attracted a significant number of visitors, with HBO reporting a high level of engagement and positive feedback from attendees.

Barlow emphasized the significance of the installation as a pivotal moment in the Season 2 campaign, highlighting the impact of showcasing a lifelike replica of a key element from the series. The success of the installation not only generated buzz but also underscored the power of immersive experiences in engaging audiences and creating memorable moments in the world of entertainment.