To celebrate the final season of Game of Thrones, Primark launched a limited-edition GOT-themed collection and brought the real HBO Iron Throne to its Boston flagship—turning a product drop into a fan-fueled cultural moment.

CBC concepted and executed the in-store experience, transforming Primark Downtown Crossing into a must-visit destination for superfans and casual shoppers alike. The activation featured:

• A life-size Iron Throne photo op

• GOT trivia, giveaways, and GIF booths

• Influencer content and media buzz

• A hashtag-driven Instagram contest

The result: massive foot traffic, strong social engagement, and a retail experience that blended pop culture, fandom, and fashion—all anchored by the throne everyone wanted to sit on.