BINGE has ramped up its promotions for the second season of House of Dragon, with a new campaign that sets the iconic out-of-home billboard in Sydney's Taylor Square alight with dragon fire.

The campaign was created in partnership with media agency Mindshare and the creative and innovation hub of oOh!media, POLY. The creative features a number of Australian landmarks 'raising their banners to pledge their allegiance' to the duelling factions in the series – Team Green and Team Black. A dragon breathes fire on the iconic billboard in Sydney, causing the billboard creative to appear scorched as a result.

The campaign concept has been amplified across social and influencer networks, as well as oOh!’s broader broadcast formats with the CGI video. The 'House of the Dragon' ad campaign is live across TV, OOH, transit, retail, social and digital platforms.

BINGE Marketing Director, Fiona King, said: "The BINGE brand is all about entertainment, storytelling and getting people talking. With the launch of House of the Dragon Season 2, we had an incredible opportunity to fuse fantasy with reality in an innovative and creative way that aligns with what our brand is all about. Using CGI technology to fly a dragon in over the city landscape and breathe fire onto a billboard about the show is the perfect way to capitalise on this."

As part of the broader marketing campaign, BINGE will also reveal CGI banners dropping from iconic landmarks across Australia as part of a global activation where cities pledge their allegiance to the green or black councils as a nod to the two duelling families in the series. The streaming platform has also collaborated with Bunsters Worldwide to create limited edition hot sauce – one green and one black. Other activations as part of the marketing campaign include a special fan screening event at the IMAX Melbourne theatre, custom-made 'House of the Dragon' branded wines thanks to Treasury Wines, and special Fox Sports integrations.

Creative Strategist at POLY, Rob Delaney, said: "Out of Home storytelling, much like House of the Dragon itself, is rich, multifaceted and provides a canvas for continued creativity and innovation. With faux OOH advertising gaining global traction, we've taken it to the next level and created a new concept, combining CGI and an OOH special build to drive audience interaction and engagement across physical and digital environments. This has been a true collaboration between BINGE, Mindshare and POLY, and we can’t wait to see the reaction to virtual dragons flying over Sydney and interacting with our Taylor Square site."

Group Planning Director at Mindshare, Sarah Newcombe, said the media agency was thrilled to see the idea come to life. "Over the past year, we have seen faux-OOH executions take the internet by storm. Now we’re delighted to bring this concept one step further, taking it beyond the social media feed and onto the streets of Sydney with a real-life creative swap after the CGI event – a concept dubbed ‘faux-real OOH’ which we love! Collaborating with oOh! and BINGE has been a seamless process and we look forward to the success of House of the Dragon Season 2."