Droga5’s First Work for HBO Is This Byzantine Instagram Contest for Hard-Core Fans

Test your knowledge of three hit shows

Headshot of Tim Nudd

Exactly how obsessed are you with Game of Thrones, Silicon Valley and Last Week Tonight with John Oliver? HBO tests the depths of your nerd knowledge in a new campaign from Droga5—the agency's first work for the paid cable network—that sends you down a rabbit hole on Instagram, where you answer trivia to solve clues leading to fun prizes.

The Game of Thrones contest came first, rolling out Friday—and is, unfortunately for you GoT fans, already officially over. But you can still take the quiz, which works like this:

It opens on the familiar static screen that HBO uses at the beginning of each show. Clues are written in the captions; you click on tags in the photos to answer the questions and move to the next screen. There are lots of dead ends, featuring amusing original videos from the show's stars, and you have to go back and try again. The first person to get all the way through the puzzle is the winner. 

The "Into HBO" campaign will also feature Silicon Valley and Last Week Tonight contests, coming soon. [UPDATE: The Silicon Valley game went live Monday at noon ET.] 

The prizes are sweet, as well. The Game of Thrones winner gets tickets to Comic-Con in San Diego and an all-expense-paid trip. The Silicon Valley winner gets a replica of the Aviato car featured in the show. The Last Week Tonight winner gets tickets to a taping and an all-expense-paid trip to New York.

"We wanted to have some fun with the iconic HBO static," says Niklas Lindstrom, head of interactive production at Droga5. "Viewers have come to know that screen is the window into something truly remarkable. This campaign is a way to play with that notion. Instagram was the perfect platform to host this activation and allow loyal and new fans alike to dive in and be surprised with what they come across."

"When the iconic HBO static intro lights up their screens, our fans know they're about to experience something extraordinary," adds Chris Spadaccini, evp of brand and product marketing at HBO. We think they'll be excited by this innovative opportunity to go even deeper inside the static intro and engage with the brand on the Instagram platform."

Check out some of the dead-end videos below. And keep an eye on the HBO Instagram account for the next two contests.


Dead-end videos, Game of Thrones: 


Dead-end videos, Last Week Tonight with John Oliver:


Dead-end videos, Silicon Valley:



Client: HBO

Campaign: "Into HBO"

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Creative Director: Erik Hogfeldt

Senior Creatives: Toby Treyer-Evans / Laurie Howell

Copywriter: Evan Barkoff

Jr. Art Director: David Spradlin

Chief Creation Officer: Sally-Ann Dale

Head of Interactive Production: Niklas Lindstrom

Social Producer: Alice Tam

Group Communications Strategy Director: Samantha Deevy

Social Communications Strategy Director: Tom Hyde

Account Director: Kristoffer Aldorsson / Caitlin Chandler

Account Supervisor: Michelle Villarreal

Head of Project Management: Katia Billings

Client: HBO

VP Consumer Marketing & Marketing Strategy: Chris Spadaccini

VP Brand & Product Marketing: Jason Mulderig

Director of Marketing: Dana Lichtenstein

Associate Marketing Manager: Kate Cohen

Production Company: Pet Gorilla

Creative Director: Reza Rasoli

Executive Producer: Dominic Bernacchi

Producer: David LeGrand

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: June 13, 2016 https://dev.adweek.com/creativity/droga5s-first-work-hbo-byzantine-instagram-contest-hard-core-fans-171950/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT