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By Hannah Bowler, Senior reporter

June 19, 2024 | 1 min read

The Manhattan skyscraper hosts the latest high-profile out-of-home activation promoting HBO’s Game of Thrones prequel.

HBO has erected a giant inflatable dragon on the top of the Empire State Building to launch the second season of its Game of Thrones prequel, House of the Dragon.

Unlike the many CGI ad campaigns of late, there really is an inflatable dragon wrapped around the iconic New York skyscraper.

The activation is part of an immersive House of the Dragon experience at the Empire State Building, which includes a throne photo op, games and a 360-degree view of the dragon in situ.

When launching the first series, HBO ran a 3D out-of-home ad in the center of Times Square that featured a terrifying dragon breaking free of the building and sniping at passersby.

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