BY ADAGE, ADWEEK, BUSINESS INSIDER, MEDIAPOST, THE DRUM, MUSE

Would you open a vein for your favorite show?

To promote the latest season of Game of Thrones at the South by Southwest festival in Austin, Texas this weekend, HBO has transformed a space into a living ode to the franchise—complete with an area where visitors, asked if they will "bleed for the throne," can donate blood to the American Red Cross. This year's installation for the show's eighth and final season is open at Fair Market, an events venue on the city's east side, through Saturday.