Leading up to the series finale of HBO’s Game of Thrones, fans were fixated on who would ultimately survive to rule Westeros. To fan the speculative fires, HBO and Twitter created a data-driven campaign that became a real-time leaderboard of who would reign victorious. Dive Networks leveraged real-time Twitter data for 20 throne contenders with a chance of claiming the throne. Its “Data Driven Playback” system delivered creative with the leading character every hour to screens in Dundas Square and Times Square. While the show itself might not have delivered the ending that many fans had hoped for, HBO and Twitter delivered 1.2 million frames of animation based on real-time sentiment and received 2.3 million mentions of @GameofThrones during the campaign’s daylong run.