HBO brought the world of Westeros to life at SXSW to tout the final season of 'Game of Thrones.' Take an exclusive look inside

AUSTIN, TEXAS — "The Great War" has come to Austin.

HBO has created a set bringing "Game of Thrones" to life at SXSW, where fans can experience what it's like to be a part of the world of Westeros.

Actors playing various residents from Westeros — from the Dothraki to the Free Folk — live out elaborate storylines inspired by iconic characters from the hit series, while visitors interact with them as though they are being initiated into the army of the living in the battle against the dead.

"'Game of Thrones' is about sacrifice and devotion, and that's what's happening here," Trevor Guthrie, cofounder at agency Giant Spoon, which created the experience, told Business Insider. "Just as all the groups are uniting together on the show for the cause, guests can join them by bending the knee and helping out for a cause."

That cause is blood donation. HBO is also running a global blood donation campaign supporting The American Red Cross by harnessing the power of "Game of Thrones" fans by asking them, "Will you bleed for the throne?"

The experience takes guests on a journey inside Westeros' medieval fantasy world, and is an audiovisual extravaganza. It is one of the most elaborate stunts that HBO has ever attempted — even though it didn't involve setting up a whole town in the American Frontier as its "SXSWestworld" experience from 2018 did.

This is not the first time that HBO has taken over SXSW with a "Game of Thrones"-themed activation. It set up a full-size iron throne in 2014, and gave fans a chance to test their sword-fighting skills through VR back in 2015.

I had a chance to visit the "Game of Thrones" experience for Business Insider this year. As a fan of the the show, the experience blew my mind.

The final season of "Game of Thrones" premieres on April 14.