Roku Pushes ‘House of the Dragon’ in Its Biggest Subscription VOD Promo Deal to Date

variety.com:

Todd Spangler NY Digital EditorRoku is unleashing unprecedented promotional firepower for “House of the Dragon,” the “Game of Thrones” prequel set to premiere Sunday on HBO Max, in what the streaming platform company says is its biggest-ever subscription VOD marketing deal.Roku’s “House of the Dragon” campaign for HBO Max involved more than 100 staffers at the company.

The multi-pronged initiative includes an array of on- and off-platform activations, including a custom pre-release special produced by the Roku Brand Studio, called the “Roku Rundown”; retail promos; and a “HOTD” Roku hub experiences featuring home-screen menu takeovers, a sweepstakes giveaway offering the chance to win a limited-edition “House of the Dragon”-skinned Roku Ultra player, interactive video ads, sneak-peek trailers and other content.

The campaign will be a season-long collaboration between Roku and HBO Max, designed to drive up audience engagement — and HBO Max subscriptions — throughout its 10-episode run.

Under the pact, Roku Brand Studio also will produce a spotlight segment through “Roku Recommends” during the finale week.“The ‘Roku Rundown’ is the perfect format to entertain our users and get them excited for one of the most anticipated streaming releases of the year,” said Brian Toombs, head of content for Roku Brand Studio.Warner Bros.