BINGE: House of the Dragon 3D Billboard

To mark the arrival of the year's biggest TV show House of the Dragon (now streaming on BINGE), BINGE has delivered a dragon takeover of Australia with its biggest ever through the line integrated campaign, since the brand was launched in 2020. The three month campaign beginning in August and ending in October - that runs across paid, owned, earned and social channels - was created in partnership with an agency village including Thinkerbell (creative and earned), Mindshare (media), We Are Social (social), Wonder (dragon egg activation) and Habitat (dragon eye and creative OOH). To honor the scale of the show, nothing was left un-dragon-a-fied. The campaign which kicked off in August, included placements across the Southern Hemisphere’s largest billboard, national TV, cinema, print, outdoor, ambient, radio, video, display, social & search. The campaign also included the execution of a massive 3D billboard on ‘The Bourke’, located on Bourke Street, Melbourne (an oOh! Media site), which was developed by The Mill. Appearing from August 22 as the first episode of the show dropped on BINGE, a giant dragon appears and roars at passersby.