One of Fender’s most ambitious and successful campaigns was teaming up with HBO to celebrate the final season of Game of Thrones with a collection of guitars themed around the three largest “houses’ in the show.

The project resulted in the highly coveted limited-edition Game of Thrones House Stark, Telecaster; the Game of Thrones House Lannister, Jaguar; and the Game of Thrones House Targaryen, Stratocaster.

To round out the campaign, I spoke with Fender Custom Shop Master Builder Ron Thorn and several HBO and Fender executives to tell the full story behind this ambitious initiative.

You can watch the documentary behind the building and subsequent demo of these guitars (viewed more than 28 million times on YouTube) featuring Anthrax’s Scott Ian, Rage Against the Machine’s Tom Morello, Extreme’s Nuno Bettencourt and country star Brad Paisley here, and read the full feature article below.