As the Game of Thrones prequel, House of the Dragon, garnered attention from both audiences and critics, numerous brands saw an opportunity to collaborate with this expansive franchise. House of the Dragon delves into the Targaryen dynasty’s history 175 years before the birth of Daenerys Targaryen, captivating a wide audience. Brands like OPPO seized the chance to engage customers through fandom marketing as they launched the OPPO Reno8 Pro House of the Dragon Limited Edition Set.
Damyant Singh Khanoria, OPPO’s Chief Marketing Officer, shared insights with exchange4media about the collaboration and how fandom marketing plays a crucial role in enhancing customer engagement. The limited edition set aims to connect with the global fanbase of House of the Dragon, leveraging OPPO’s resonance with the youth and the show’s followers.
Regarding the marketing approach, OPPO utilized various channels to endorse the limited edition set. During the ICC World Cup, they promoted an unboxing video of House of the Dragon, achieving over 150 million impressions and 40 million views through TV and YouTube. For the limited edition set, a campaign kicked off with teasers across social media platforms, creating anticipation among the fan community.
The launch strategy involved a mystery “UNLEASH THE DRAGON” Twitter bio, followed by the reveal of the OPPO Reno8 Pro House of the Dragon Limited Edition Set. The brand plans to extend the conversation to influencers who share a passion for House of the Dragon. The limited edition set became available on Flipkart starting December 13, 2022, with pre-bookings open from December 8, 2022.
OPPO sees leveraging fandom for a consumer product as successful, recognizing the importance of connecting with consumers beyond just products. The limited edition set, exclusive to India, features the Glazed Black variant of the OPPO flagship Reno8 Pro 5G. Notable features include OPPO’s proprietary MariSilicon X chip for improved low-light 4K videography, a 4500mAh battery with 80W SUPERVOOC flash charging, and the MediaTek Dimensity 8100 Max 5G SoC. Additionally, House of the Dragon-themed accessories, such as a unique phone case, SIM ejector pin, keychain, phone holder, and a collectible dragon egg, enhance the fan experience. The collaboration aims to blend technology and entertainment, reflecting OPPO’s commitment to creating meaningful partnerships that strengthen the bond between the brand and its consumers.
