Announce the Game of Thrones Season 7 Premiere date with as much drama as the show… and wind up breaking Facebook Live twice in the process.

SHORTLISTED: CANNES LIONS — BRAND ACTIVATION

MERIT: ONE SHOW — SOCIAL MEDIA/ ENGAGEMENT

There's only one show with a fanbase so dedicated they'd literally watch ice melt: Game of Thrones. So 360i teamed up with Unit9 and Facebook to announce the return of Season 7 with a live event using a 4,000 pound block of ice, two comment-powered flame throwers, and encouragement from Cersei, Jamie, and Bran themselves. But with more than 10,000 comments per minute, well, things were bound to get a little weird. Lesson learned: entertainment fans *can* actually break Facebook (twice).