On June 18th HBO España surprised fans with an interactive “Game of Thrones” pop-up installation in Madrid that not only offered them photo ops, but also the opportunity to discover exclusive new footage from the series’ upcoming seventh season, which premieres on July 17. The display consisted of photo ops with the iconic Iron Throne from the series (including two actors dressed in series-inspired costumes) as well as a replica of the door from the infamous “Hold the Door” scene from the sixth season of “Game of Thrones”. Fans were encouraged to share their photos on social media with the hashtag #AbreElPortón (Open the Door).
— Goiko (@javigoikom) June 18, 2017
The hashtag also hints at the integral part of the pop-up installation: fans could not only take photos in front of the door, but actually open it and step inside a dark room. There they faced “Game of Thrones” character Arya Stark asking them whether they would like to see something they have never seen before.
Ayer en Madrid, unos pocos afortunados desafiaron las altas temperaturas en busca del invierno. Dale a play, abre el portón, y descubre nuevas escenas de Juego de Tronos que no habías visto antes.Todas las temporadas de Juego de Tronos están en hboespana.com Ponte al día antes del estreno de la temporada 7 el 17.7.17
Posted by HBO España on Monday, June 19, 2017
Fans were then treated to never-before-seen scenes from “Game of Thrones” season seven in a video that also included new and exclusive behind-the-scenes footage.
Matthias Puschmann is the Managing Director and Cofounder of VAST MEDIA, a media research and consulting company based in Berlin that provides international television industry leaders with qualitative competitive market analysis of digital entertainment and content marketing. These posts are based on their platform VAST BUZZ which contains thousands of these cases studies.