SXSW 2019
Dragons for everyone!

Immersive Game of Thrones experience is coming to SXSW for a bloody good time

Game of Thrones activation is coming to SXSW for a bloody good time

Resisting the urge to make a winter is coming reference, all we'll say is Game of Thrones is coming. (Dang, didn't work.) The HBO smash is popping up in Austin March 7-9, and planning on having a bloody good time will in town.

Bleed for the Throne, in partnership with the American Red Cross, is part interactive experience, part volunteer effort, and is billed as "the largest blood donation promotional effort by an entertainment company in American Red Cross history."

After donating blood, attendees to the Fair Market event can walk in the steps of Game of Thrones characters who famously "bled for the Iron Throne," reliving their experiences on the show. Those who receive an audience with the Iron Throne will be thus rewarded for their bravery. (Donors also get a T-shirt, while supplies last.) 

"In partnership with the American Red Cross, HBO is inviting fans to prove their devotion and Bleed For The Throne — a gesture worthy of one of the biggest shows in television, and one designed to harness the cultural power of Westeros to help end blood shortages in the real world," HBO said in a release. 

Though the SXSW activation will be the largest, it's part of global marketing campaign in support Game of Thrones' eighth — and final — season. Events will be held around the U.S. and across the world, popping up in Norway, Sweden, South Africa, Kenya, Ghana, Botswana, Hungary, and Poland, to name a few. 

“We are incredibly excited to mobilize the global army of Game of Thrones fans to make a positive impact on the world” said Zach Enterlin, executive VP of program marketing at HBO. “We’re creating a unique platform to engage our tremendously passionate fanbase, and ultimately showcase the bravery and valor of those fans who will go so far as to bleed for the throne."

Those feeling both brave and altruistic can make an appointment to bleed for the throne (and to save lives) here, and those who can't donate blood can still access parts of the experience. But don't wait long; appointments are expected to fill up quickly.

Game of Thrones Jon Snow
Live — and bleed — like Jon Snow during this unique SXSW activation. Game of Thrones/Facebook