HBO and the US Red Cross created the partnership ahead of the show’s eighth and final season, through the launch of a campaign playing on how, over the course of the seasons, the characters have bled in battle. The campaign asks fans to do their part and #BleedForTheThrone. HBO will host a GoT-themed blood drive experience at SXSW in Austin, but all those who donate before 17 March get a chance to win one of five trips to the new season’s premiere. The initiative comes after a disruption of blood donations over the past couple of months, owing to storms and extreme in the US.

In response, the Red Cross is calling on the support of more people to alleviate blood shortages and avoid delays in essential medical care. This is an example of how brands can use their popularity and customer loyalty to cross over into unexpected areas, with the entertainment industry able to reach into fans’ lives beyond traditional viewer relationships. Initiatives such as the Stranger Thingspop-up and Gilmore Girls town visit allow hardcore fans to immerse themselves in the narratives they follow. Fandom is driven by basic human needs such as identity definition and social connection. Because of this, the relationship between brands and superfans is far from transactional, relying instead on meaningful connections that help people define themselves.

Aaron Hanaphy is a behavioural analyst at Canvas8, which specializes in behavioral insights and consumer research. As a synth-loving semiotician you’ll either find him fiddling with filters or diving deep into the cultural nuances of anything from bad TV to brand language.