MARCELO RUBRA COPYWRITER • CREATIVE STRATEGIST

WORK

ABOUT

LNKDN

House of the Dragon: DracARys

House of the Dragon: DracARys

OVERVIEW

To launch House of the Dragon and reignite the franchise fandom, we introduced DracARys, an AR platform where fans could create and train their own dragons. By syncing CRM, content drops, and in-app behavior, the strategy transformed episodes into interactive triggers, turning viewing into an evolving product experience.

To launch House of the Dragon and reignite the franchise fandom, we introduced DracARys, an AR platform where fans could create and train their own dragons. By syncing CRM, content drops, and in-app behavior, the strategy transformed episodes into interactive triggers, turning viewing into an evolving product experience.

To launch House of the Dragon and reignite the franchise fandom, we introduced DracARys, an AR platform where fans could create and train their own dragons. By syncing CRM, content drops, and in-app behavior, the strategy transformed episodes into interactive triggers, turning viewing into an evolving product experience.

Young man lying on grass using his phone while a dragon’s shadow passes overhead, promoting the DracARys app.

We didn’t just promote a series. We extended its world.

We didn’t just promote a series. We extended its world.

Man on a beach with a dragon’s egg hatching in the sand beside his feet in a social media promotion.
Man on a beach with a dragon’s egg hatching in the sand beside his feet in a social media promotion.
Man sitting on a couch watching TV with a baby dragon beside him in a social media promotion.
Man sitting on a couch watching TV with a baby dragon beside him in a social media promotion.

DracARys turned dragon commands from the show into interactive AR gameplay, connecting episodes, CRM, and fandom into one continuous experience.

DracARys turned dragon commands from the show into interactive AR gameplay, connecting episodes, CRM, and fandom into one continuous experience.

Laena Velaryon rides on the back of the dragon Vhagar, commanding it to breathe fire while flying.
Aegon II Targaryen gently pets his dragon Sunfyre.
Mobile phone screen showing push notifications linking DracARys app activities to new episodes of House of the Dragon on HBO Max.
Mobile phone screen showing push notifications linking DracARys app activities to new episodes of House of the Dragon on HBO Max.

One universe. Multiple platforms. Infinite stories.

One universe. Multiple platforms. Infinite stories.

MARCELO RUBRA