HBO Game of Thrones Pedicab Sponsorship at San Diego Comic-Con

The Campaign

HBO partnered with VIP Pedicab to promote Game of Thrones at San Diego Comic-Con from 2011 to 2015, creating one of the longest-running and most recognizable pedicab advertising campaigns in Comic-Con history. During the week of Comic-Con, downtown San Diego sees 135,000+ attendees flooding the Gaslamp Quarter, with hundreds of brands competing for attention. HBO's strategy was simple but brilliant: wrap VIP Pedicab's entire fleet in custom Game of Thrones creative and offer free rides to Comic-Con attendees throughout the Gaslamp District, Convention Center area, and surrounding hotels. The result was a mobile brand experience that put HBO's flagship show directly in front of tens of thousands of fans each day — at eye level, in pedestrian-only zones where traditional advertising vehicles can't operate. Over five consecutive years, the campaign generated an estimated 1.5 million+ street-level impressions, thousands of organic social media posts from attendees photographing and sharing the branded pedicabs, and measurable lifts in show awareness among the Comic-Con demographic. The HBO Game of Thrones pedicab sponsorship became a template for how entertainment brands approach experiential out-of-home advertising at major fan conventions, and it established VIP Pedicab as the go-to partner for premium Comic-Con activations.