Ahead of the new season of Game of Thrones, HBO launched a strategically timed campaign that makes the most of emojis on Twitter.
Throughout multiple seasons of Game of Thrones, fans have been hearing "Winter is Coming." On June 21st, the day of the Summer Solstice, HBO kicked off a campaign to tell fans that #WinterIsHere.
The campaign uses Twitter's Emoji Engine, making it possible for fans to tweet using the hashtag and choose an emoji of their choice. By selecting the right emoji, Twitter users have the chance to unlock exclusive character art from GoT and other series on HBO. While many brands have made the most of Twitter's Emoji Engine, this campaign sets itself apart with the level of interaction it demands with a hashtag.