HBO Max Made London Look Up

For the launch of House of the Dragon Season 3, HBO Max did not rely on another trailer.

Instead, the platform made a dragon appear over London.

Syrax, one of the series’ most recognisable dragons, was recreated as an eight-metre flying model and sent above the Tower of London, giving fans something they could see, film and share in real life.

Built by German aeronautics company Airstage, the dragon weighed 13 kilos, included 23 moving parts and took around 3,000 hours to create.

Hidden turbines helped make the flight feel fluid and alive, closer to a living creature than a simple flying prop.

This is strong experiential marketing because it does more than promote a show.

It extends the story into the real world.

In a streaming market full of trailers, teasers and social posts, HBO Max created a moment fans could actually experience.

Sometimes, the best way to build buzz is not to ask people to watch.

It is to make them look up.

Bravo!

Credits
HBO Max, Airstage, Electric Sheep Events

June 2026