The Maester's Path
The Maester's Path is a viral marketing campaign and cryptic online game created by HBO to help market Game of Thrones. In early 2011, select bloggers and critics received a medieval themed box in the mail that included genre and setting items such as scrolls, spices, and maps. The items in this crate could then be used to piece together clues for the online game, hosted at themaesterspath.com.
The browser-based game puts the player on a quest to forge their maester chain by showcasing their knowledge of different setting-based items. The player may earn up to five links in their chain, one each for taste (potions and poisons), scent (spices), hearing (listening and learning), seasons, and learning about the Night's Watch by taking the black.