TORONTO — Bell Media’s Crave announced yesterday the launch of a national, multiplatform marketing campaign for HBO’s House of the Dragon, a prequel to the hit TV series Game of Thrones, which will have its Canadian premiere on Crave on Sunday, Aug. 21.
The campaign includes English and French ads running across Bell Media’s TV, digital and radio properties, as well as on billboards, transit shelters and digital boards in high-traffic locations in Toronto, Montréal, Ottawa and Vancouver.
Crave’s campaign also includes targeted digital and social media placements, and 30-second ads running in cinemas.
Bell Media also announced a special, limited-time offer on Crave Total annual plans, “which gives new, reactivating, and upgrading subscribers $50 off the regular price of $199.90 (plus tax),” reads a press release. This special offer starts today and runs until Sept. 6.
In partnership with the Toronto International Film Festival, Crave is hosting a special premiere screening of the first episode of House of the Dragon at TIFF Bell Lightbox in downtown Toronto today. The screening will be followed by an in-person Q&A with Steve Toussaint, who plays Lord Corlys Velaryon in the series.
Finally, Bell announced a new augmented reality app, House of the Dragon: DracARys, is available for fans in Canada to download in English and French. The app “allows fans to hatch and raise their own virtual dragons at home,” the press release explains, saying each dragon “is unique to its user, and as it grows, develops its own look and temperament driven by its keeper’s interactions with it.”
Canadian landmarks incorporated into the app include Harbour Centre in Vancouver, Calgary Tower, Parliament Hill in Ottawa, Toronto’s CN Tower, Cabot Tower in St. John’s, and Stade Olympique, Tour de la Bourse and Oratoire Saint-Joseph du Mont-Royal in Montréal.
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Photo courtesy of Bell Media.
