We were tasked with activating GOT fans to drive viewership for Season 4 by creating an experience that would take them closer to Westeros than they had ever been. We took fans not just closer to the show, but into the show. We created a first-of-its-kind immersive virtual reality journey. Consumers stepped into a physical replica of the Castle Black winch elevator, donned Oculus Rift headsets, and were transported to a virtual version of that elevator. They rode to the top of the Wall, walked across, and were shot by a flaming arrow before plunging to the bottom. Ascend the Wall fused world-class CGI with a suite of “4D” sensory inputs – wind, rumble, etc. – to deliver an experience that felt utterly realistic. The effort was a tremendous success, garnering more than 1.5 billion media impressions and 300+ million social impressions. Season 4 became the most-watched ever.

We created a first-of-its-kind immersive virtual reality journey. Consumers stepped into a physical replica of the Castle Black winch elevator, donned Oculus Rift headsets, and were transported to a virtual version of that elevator. They rode to the top of the Wall, walked across, and were shot by a flaming arrow before plunging to the bottom. Ascend the Wall fused world-class CGI with a suite of “4D” sensory inputs – wind, rumble, etc. – to deliver an experience that felt utterly realistic. The experience traveled to dozens of countries on four continents promoting the show.

Ascend the Wall was a huge success. For the first time, fans could enter the world of their favorite fantasy series and become a part of the action. It has been tremendously well-received by fans and press, helped to make Season 4 the most-watched yet, and garnered over 300 million social impressions and over 1.5 billion media impressions along the way. It has also set a new bar for interactive storytelling - particularly for entertainment brands - and helped change the perception of virtual reality from a gaming add-on to an experience platform.