D&AD Sky brief set a challenge to design a new way for people to interact with must see Original Sky content. Our job was to create more immersive experiences for customers around the content they love, enabled by technology and data that feels alive.
Problem: Many fans believed the last season of Games of Thrones didn’t live up to expectations and lost it’s characters. People believed the were missed opportunities to end with something memorable. House of the Dragon was a fresh start to bring back that excitement and chaos that was felt in the earlier seasons of Game of Thrones.
Solution: The Dinnar experience is all about bringing together entertainment, technology, and food. It’s easier to be immersed in a world of tv when your desires for food and drinks are taken care of. Adding immersive technology into the mix brings this enhancement to a different level.
Advertising Posters
Main Advertisng Video
Advertising Posters
How It Works
After watching season 1 of House of Dragon, viewers will receive a notification from Sky Go inviting them to partake in the dinnAR experience. A Hellofresh and Nreal account will be created that will be linked to their Sky account. The viewers will receive their AR glasses and each week they will get a variety of meals to choose from based on the episode theme for that week. 10 themed meals for 10 episodes!
An example of what the theme will look like on the menu/instructions that come with the HelloFresh box.
Entertainment & AR
To represent the theme of the show audiences will receive the glasses in a dragon egg. The glasses can be synced up to create the best watch party experience with friends.
Promotion
The idea will be promoted through social media platforms like TikTok and YouTube where streamers and content creators who like the show will be gifted a preview of the product to use for season 1 House of the Dragon. In addition, it will be advertised through TV specials like Gogglebox to provide a diverse set of reactions to the experience.
Post Experience
Sky Atlantic is the only channel to feature HBO content to UK viewers which is one of the reasons why it’s very popular. To extend the experience beyond House of the Dragon it will be offered to other HBO shows associated with Sky Atlantic throughout the year to cater to different audiences.
