HBO Preps 'Bleed for the Throne' Event for Game of Thrones at SXSW

A lot of blood has been spilled over seven seasons of HBO's Game of Thrones. So, it seems only fitting that the beloved drama needs some reinforcements ahead of the final season in April. 

HBO and agency Giant Spoon are following up their immensely popular and award-winning SXSWestworld event last year with another SXSW stunt this year: "Bleed for the Throne," which is being described as an immersive experience that doubles as a blood drive, in partnership with the American Red Cross. 

Beginning today, those attending SXSW between March 7 and 10 can make a blood donation appointment at bleedforthethrone.com. At the activation, "fans will be able to step into the otherworldly kingdoms of Westeros and interact with key plotlines from the series, walking in the shoes of those who have bled in seasons past," according to a release. 

"We are incredibly excited to mobilize the global army of Game of Thrones fans to make a positive impact on the world," Zach Enterlin, evp of program marketing at HBO, said in a statement. "In partnership with the American Red Cross, we're creating a unique platform to engage our tremendously passionate fanbase, and ultimately showcase the bravery and valor of those fans who will go so far as to bleed for the throne."

"Every day, thousands of patients across the country are dependent on voluntary blood donors to help them fight for their lives," added Cliff Numark, svp at American Red Cross Blood Services. "Winter is finally here, and the needs are dire. No matter who you're rooting for to take the throne, you can be a hero for patients in need." 

The event will take over Fair Market in Austin for those four days in March. The final season of Game of Thrones premieres on April 14. The broader #ForTheThrone marketing campaign, which also included a Super Clio-winning Super Bowl commercial, is expected to include more social stunts, activations and brand partnerships going forward.