To celebrate the 10th anniversary of Game of Thrones, as well as a new profile image feature on the HBO Max app, we launched a Twitter stunt called Game of Avatars. Fans were prompted to send us their selfies and in return -- with the help of a war room of artists, art directors, and writers -- we replied with custom illustrated Game of Thrones-themed avatars in real-time. The campaign garnered over 1.3 million impressions and over 4K engagements.

The Kickoff Tweet

We sent our initial tweet in the afternoon and were quickly inundated with responses.

Fans sent their selfies in and we transformed them into White Walkers, Lannisters, Wildlings, Khaleesis, and more.

FAN REACTIONS

TALENT ENGAGEMENT

FAN PROFILE IMAGE CHANGES