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‘Game of Thrones’ Hype: AT&T Is Giving Away an $18,000 Iron Throne Replica

AT&T is pulling out the stops to promote HBO’s “Game of Thrones” final season — as if the popular fantasy epic series needed a corporate-synergy assist to build buzz.

Among the telco’s “GOT” promos: It’s running a sweepstakes to give one AT&T customer a full-size replica of the show’s iconic Iron Throne, which carries a retail value of $18,000.

The Iron Throne replica (pictured above) — which is over 7 feet high and weighs 310 pounds — is created by production-management company Traction 3D, whose “Game of Thrones” thrones have been featured at hundreds of HBO events around the world (and in the Louvre Museum).

The sweepstakes is open only to AT&T wireless, TV and internet customers, who must use the AT&T Thanks loyalty-rewards app to enter the contest. The “Own the Throne” sweepstakes will run April 1 through May 7.

That’s part of a multifaceted joint marketing campaign between AT&T and HBO to push the last run of “Game of Thrones,” which premieres Sunday, April 14. The eighth season of “Game of Thrones” will comprise six 90-minute episodes, which HBO execs have dubbed “six movies.”

The “GOT” tubthumping will span AT&T’s retail stores, DirecTV video on-demand, and an exclusive augmented-reality game with Magic Leap.

The campaign is AT&T’s latest attempt to capitalize on its takeover of $85 billion takeover of Time Warner, which has resulted in a major restructuring at what’s now called WarnerMedia (including the departure of former HBO CEO Richard Plepler). “In celebration of that fandom, and as fans ourselves, we have created unique experiences across all of our platforms that only AT&T and HBO can offer,” said Valerie Vargas, AT&T’s SVP of advertising and creative services.

Added HBO executive VP of program marketing Zach Enterlin, “There’s no better way to celebrate the finale of this epic HBO show than to give its devoted, passionate fans opportunities to immerse themselves in the ‘Game of Thrones’ world leading into the final season. Together with AT&T, we are committed to giving superfans a fun, memorable way to experience Westeros and the characters they love so much.”

Beginning April 1, AT&T flagship stores in Boston, Chicago, New York City and San Francisco will stage a “Game of Thrones” takeover. The stores will feature limited-reveal video content, custom digital games, VR and AR experiences, and an exclusive look at series memorabilia and authentic costumes from different “GOT” houses and their allies – Chicago will feature House Stark); New York City is home to House Lannister, San Francisco has House Targaryen, and Boston will have a face-off between Targaryen vs. Lannister.

Also next month, select AT&T stores (starting in Boston, Chicago and San Francisco) will let visitors experience “The Dead Must Die,” a Magic Leap AR game in which fans must confront a White Walker.

Here’s a rendering of what the “GOT” setup will look like in AT&T’s flagship stores:

In addition, at ATT.com and AT&T retail stores across the U.S., the company will be selling dozens of exclusive “Game of Thrones” accessories, including phone cases, power cables, wireless chargers, wine tumblers, water bottles, and pint glasses.

Other elements of the “Game of Thrones” Season 8 promotional push:

  • DirecTV satellite customers will have access to the “Game Of Thrones Challenge,” a free set-top box application (no HBO subscription required) on channel 512, which will include info on the show’s characters and details on each battle, betrayal, sacrifice and death. The app also has a trivia game that lets fans unlock videos.
  • AT&T will provide a free preview of HBO on DirecTV and U-verse platforms leading up to the “GOT” Season 8 premiere. Subscribers also will be able to watch the premiere episode of the final season for no extra charge.
  • DirecTV’s website features a “Game of Thrones” hub (at this link) with never-before-seen videos rolling out now through the week the premiere, along with episode recaps, quizzes, character profiles, downloadable wallpapers and behind-the-scenes content.
  • At the NCAA Final Four (April 5-8 in Minneapolis), the telco’s AT&T Fan Zone will include an AR experience that turns fans into virtual White Walkers along with other activations, including the Throne Room and Fire & Ice Room where fans can take selfies with authentic show props and costumes.

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