In March 2019, a long, cold winter left the world facing a blood shortage. HBO partnered with the American Red Cross to rally the fans of Game of Thrones to meet this need. Leading into the eighth and final season, we asked them to join a real fight for life, to give their blood so that others might live: to Bleed for the Throne.
We launched this global initiative with an immersive blood drive in the heart of Austin, Texas at SXSW. Donors lined up to give their blood for the cause, then walked through an experience featuring recreated moments from the show, where their favorite characters also bled. Finally, they were led before the Iron Throne, where a choir sang and an orchestra played to honor their sacrifice. As each donor was called by name, they knelt, and then made their way into an interactive war camp to join the ranks of those who fight for the living.