The partnership consisted of Bleed For The Throne, a promotion which encouraged fans to help end blood shortages worldwide.

This partnership represented the largest blood donation promotional effort by an entertainment company in the history of the American red Cross.

The partnership included an immersive experience at SXSW from March 7-9, 2019, in addition to blood drives in 43 states and 9 colleges and universities across the U.S. from March 7-12, 2019.

Fans who donated during this time recieved an exclusive Bleed For The Throne t-shirt, while supplies lasted. Additionally, those fans who donated prior to March 17 were automatically entered for a chance to win a trip to the season premiere of GAME OF THRONES' final season.