To help us execute the ‘taste’ experience we chose Top Chef’s Tom Colicchio, a figure who appealed to HBO’s core audience. We explored the ‘flavor profiles’ of Game of Thrones resulting in eleven dishes representing Westeros, split into five regional menus. They were distributed free from branded food trucks in New York City and Los Angeles. Each day Tom Colicchio released a video announcing the menu, and we pushed out the secret location of the trucks through our branded Twitter feed and Facebook page. Fans, bloggers and mainstream press made the pilgrimage, and shared the experience with their audiences.

The food trucks sold out every day of the promotion – 3,000 fans served.

Each day there were lines around the block, creating an intriguing spectacle for passers-by and the media.

Bloggers and photographers came every day to document the phenomenon, resulting in national and international press and 79.3 million impressions.Conversation in social media peaked in the lead-up to the first episode, with 6.8 million US viewers combined for the season premiere.

Ratings were 57% higher than the premiere of HBO’s previous genre hit, True Blood.

The series was immediately renewed for a second season.