Gaming company Zynga has launched Game of Thrones: Legends with a campaign by gaming specialist agency ICHI Worldwide, marking the return of Kit Harington to the Game of Thrones franchise.
Known for his starring role in Game of Thrones as Jon Snow, Harington appears in the game trailer, walking through a dimly lit members club, deeply immersed in the mobile game that evokes Westeros-based fantasies around him. He is quickly brought back to reality after a comedic interaction with a fan.
“The creativity and care taken to create Game of Thrones: Legends is obvious and it feels completely natural to jump back into Westeros for this game,” said Harington. “This is a true love letter to the fans, of whom the franchise would be nothing without, and I’m honoured to pay tribute to them in this new campaign.”
The launch of Game of Thrones: Legends coincides with the currently airing season two of the popular prequel, House of the Dragon. The game allows players to build and lead their own Westeros house, honing their tactics and skills as they assemble a team of champions, equip weapons and gear, and face foes from the Game of Thrones universe.
“Our teams built Game of Thrones: Legends with the fans top of mind, and we knew our marketing campaign needed to match their energy and return players to the world of Westeros with a bang,” Jamie Conners, vice president of product and marketing at Zynga, tells Mediaweek.
“Kit Harington really resonates with Game of Thrones fans and we worked with ICHI Worldwide to show our players we were bringing them an authentic experience. Through this exciting spot and our Empire State Building activation in June, Ichi really helped us connect Game of Thrones: Legends with fans and players alike.”
Account director at ICHI Worldwide, Alexa Wallen, added: “Working across this trailer for Game of Thrones: Legends was a true collaboration between ICHI, Zynga, Kit Harington, and WB/HBO.
“We had a wonderful time working together to bring this piece to life and being a part of Kit’s reentrance into the Thrones world has truly been an honour. We are so excited with the reception it’s received so far, and we can’t wait to continue this collaboration.”
Earlier this month, creative agency Thinkerbell celebrated the return of House of the Dragon with a new campaign for BINGE featuring duelling hot sauces inspired by the series’ Green and Black Councils: ‘Revenge’ and ‘Dracarys’.
See also: House of the Dragon hot sauces duel in latest work for BINGE via Thinkerbell
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Top Image: Kit Harington