HBO’s innovative series, “Game of Thrones” is based on the sprawling fantasy series “A Song of Ice and Fire” by George R.R. Martin. In this land of beauty and desolation, warring families spin a web of political and sexual intrigue in their feud to control the Iron Throne.

Targeting the interactive segment of SXSW, HBO’s chief objective was to create a unique experience for visitors using a first-of-its-kind technology.

Objectives:

-Thank the loyal fan base by providing a truly immersive experience where fans can literally enter the world of GOT.

-Drive press and social conversation, rallying behind hashtag #GOTExhibit

“Game of Thrones” came alive for visitors and press as SXSWesteros transported them into the world of the seven kingdoms.

At the opening night party, cast members Gwendoline Christie, Maisie Williams and Kristian Nairn were joined by hip-hop artist COMMON (a contributor to series-themed mixtape, “Catch the Throne”) among other celebrities, including Felicia Day. Hodor—that is, Nairn—even DJ'd a set.

The exhibition’s centerpiece was "Ascend the Wall". Visitors entered a wooden elevator, outfitted with an Oculus Rift (a virtual-reality headset) that simulated riding the winch elevator at Castle Black to the top of the 700-foot ice wall.

The exhibition averaged 4,000 visitors per day, totaling 17K visitors over the 5-day activation at SXSW. Massive press coverage and rave reviews came from Mashable, Wired, Digiday, USA Today, Huffington Post, The Verge, CNN, and many more. The Oculus Rift debut and Grumpy Cat’s appearance on the Iron Throne propelled social buzz even further.

Broadcast and online press coverage resulted in a total ad/PR value of $5,877,000 and a total of 220,039,301 impressions.

"Game of Thrones" was the second-most popular topic in tweets mentioning SXSW. The traveling exhibition continues on a global scale, reaching 8 world markets by September, 2014.

Featuring stylized costumes and breathtaking scenery, “Game of Thrones” is HBO’s most-watched series to date. SXSW was the ideal venue for the exhibition, and SXSWesteros effectively mirrored the scope and prestige of the Emmy-winning series.

The exhibition included nearly 100 original artifacts used on set during Seasons 1-3. These included costumes, props, armor, weapons, the Iron Throne, and select pieces from the fourth season. Lending authenticity to the experience, each department from the set had a hand in curating the exhibition to ensure that all components provided fans around the world with an up-close look at the world of Westeros.