In today’s digital age, where streaming platforms and television networks compete fiercely for audience attention, innovative marketing strategies are essential to make a show stand out. One approach that has gained significant traction is the use of outdoor activations—immersive, real-world experiences designed to engage fans and spark conversation.
From pop-up installations and interactive billboards to themed events and live performances, these activations bring beloved TV series to life, allowing viewers to step into their favourite worlds. By creating memorable, on-the-ground experiences, outdoor activations not only amplify buzz around a show but also forge deeper emotional connections with audiences.
Ahead of the release of the second season of House of the Dragon from HBO back in August this year, Malaysian entertainment company Astro teamed up with Talon Creative–as well as Mindshare and Durian Events–to launch an outdoor activation in collaboration with MRT Corp to bring the world of Westeros to life in an immersive activation takeover of the Pasar Seni MRT station.
During the campaign, fans who visited the Pasar Seni MRT station experienced a complete takeover with banners featuring the houses and character images throughout. Structures were also built to immerse fans in the world, with sculptures of dragon’s eggs and the sigil from House of the Dragon placed prominently in the main concourse.
Moreover, fans were also able to see Westeros come to life on digital screens and interactive augmented reality and AI experiences to see what they would look like if they were in Westeros. The event also featured cosplayers dressed as House of the Dragon characters and even live performances of the show’s iconic music.
In this Top Story feature, we spoke with Benedict Tan, creative director of Talon Creative to discuss the activation’s creative direction, why this campaign relied heavily on storytelling rivalry, as well as stressing the importance of strong partnerships especially for campaigns like this.
A campaign rooted in storytelling rivalry
As House of the Dragon happens before the events of the popular Game of Thrones series, it also relied heavily on the rivalry between the various houses at Westeros. However, it’s worth noting that the challenge to get people to watch the series was due to the fallout of the last Game of Thrones season, as well as mixed reviews on the first season of House of the Dragon.
“As ‘House of the Dragon’ Season 2 fast approached, we were thinking about what the barriers in getting people to watch would be. Didn’t it already have a following? Wasn’t there enough excitement surrounding its return? And then it hit us. Season 8 of ‘Game of Thrones’ received a fair bit of backlash and Season 1 of ‘House of the Dragon;’ didn’t do anything to improve the perception of the Game of Thrones/House of the Dragon universe. The problem was people were starting to lose faith in the franchise,” Tan noted.
For them at Talon Creative, Tan stated that they decided that the campaign needed to remind people of the lore and wonder of dragons and mad kings. Moreover, they gave people an opportunity to not just immerse themselves virtually, but physically; with tangibility.
Before they were able to launch the activation, he stated that the team had to address several questions.
“As we looked back at the fandom during the Game of Thrones era, we also realised that rivalries drive conversations. Were you team Stark or Lannister? Does Jon Snow REALLY know nothing? Is Khaleesi the one true queen of the Iron Throne?,” he said.
With these questions in mind–and in true Game of Thrones/House of the Dragon fashion, the campaign continued to fuel rivalry between the fans of different houses by adding to the theme of ‘HOTD S2: All Must Choose.’ This then rallied the consumers to pledge their allegiance, whether they are #TeamBlack versus #TeamGreen, alluding to the two factions created from the fraction of House Targaryen.
Outdoor activations still matter for entertainment brands
Despite how many of us are more focused on our digital lifestyles–which includes watching our favourite series or movies online–having campaigns that take you right into the real-world is much more fulfilling, Tan notes.
“Outdoor activations become a platform to solidify or strengthen the bond and affinity of the consumer towards a brand/product/service. You can always tell them what’s good. But it’s always better to demonstrate what’s great. Outdoor activation lets consumers experience it for themselves. Plus, entertainment should be media agnostic,” he said.
In the case of this campaign for Astro’s streaming of ‘House of the Dragon’, Talon Creative worked with MRT (media owner) and Mindshare (media agency) as they helped to amplify the idea into an interactive one at Pasar Seni MRT station.
“[This] allowed consumers to take a piece of memorabilia back with them. Declare your house allegiance at the specially designed House of the Dragon booth, where you can get your picture taken with an interactive iPad that transforms you into a House of the Dragon character and take it home as a memento,” he explained.
Tan also highlighted the importance of key opinion leaders (KOLs) during the activation execution, which included cosplayers who dressed as their favourite character from the series.
“Through our partnership with Mindshare and MRT, we were able to secure a Legion of KOLs to be a part the HOTD universe, rallying their own fan-base to pledge their allegiance to #TeamBlack or #TeamGreen. This ultimately saw fans coming together at the Concourse Area MRT Pasar Seni, for a finale showdown; because All Must Choose!,” he remarked.
For another part of the campaign, the so-called ‘The Finale Showdown’ on August 3 was further amplified via radio announcers – Anne & Zher from Hitz FM, and RD & Q from Mix FM.
Lastly, they had also initiated a series of surrealism contents, which ‘erected’ various flags of #TeamBlack and #TeamGreen, amongst them being in KLCC, and TRX, announcing the arrival of House of the Dragon Season 2.
Impact and advice on the campaign
Launching an outdoor activation at a busy train station like the Pasar Seni MRT had a significant impact, and capitalised on the high foot traffic of around 400,000 people. With the station seeing an average of 800,000 monthly tap-ins from MRT users, the activation reached approximately 50% of this audience, engaging 400,000 participants.
The activation also featured interactive elements such as photo prints and pledges, which saw 1,467 engagements, while reward redemption drew 555 participants. This demonstrates the effectiveness of leveraging high-traffic locations like train stations to drive awareness and engagement, offering a highly visible platform to connect with a wide audience in real time.
When asked what advice he can give for brands doing outdoor activations, he highlighted the importance of strong industry partnerships.
“Partnerships matter. You can always think of a great idea. But that great idea will die a slow death if you don’t have the right partners to advise and help see it come to fruition. Reach out, speak to people, understand the feasibility early on. And once the right partners are in place, it’ll be easier to execute,” he concluded.
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By taking the fantasy world of Westeros into real-life locations, the activation done by Talon Creative bridged the gap between viewers and the show’s universe, creating memorable, immersive experiences that go beyond the screen. In a crowded entertainment landscape, such activations not only elevate the show’s profile but also create lasting impressions that resonate long after the campaign ends, solidifying viewer loyalty and driving sustained interest.
