HBO has created a ‘dragon hunt’ on social media ahead of the season five premiere of Game of Thrones.
Developed by creative agency 360i, fans have been asked to catch Drogon, one of the show’s elusive dragons, by “laying bait” via their social platforms and using the hashtag #CatchDrogon.
Bait takes the form of animated gifs created from show content and will be hosted on a dedicated site for fans to browse before posting on their own social feeds.
However, they will also be encouraged to put out bait of their own.
"People may be putting their little brothers or sisters or bosses out there," 360i group creative director Michael Nuzzo told AdAge, which first reported the campaign.
Fans will be given glimpses of the dragon in posts and need to retweet it quickly before it disappears. Those that do will be given unique content or prizes.
HBO has created a ‘war room’ to keep up with the show’s 2.31 million Twitter followers, 14.5 million Facebook fans and 392,000 Instagram followers it hopes will take part.