HBO is kicking off its “What would you do for the throne” marketing campaign (#ForTheThrone) before the premiere of the eighth and final season of Game of Thrones on April 14. As they say on their website, “For seven seasons you’ve watched characters lie, bleed, and sacrifice for the Iron Throne. As the final season approaches, only one question remains: How far will you go?”

In partnership with the American Red Cross, HBO is asking fans to show their devotion and Bleed For The Throne in the biggest blood donation promotion by an entertainment company in American Red Cross history.

The event kicks off with an immersive experience doubling as a blood drive at South by Southwest (SXSW) March 7-9; it will take place at Fair Market in downtown Austin. According to a release, “fans will be able to step into the otherworldly kingdoms of Westeros and interact with key plotlines from the series, walking in the shoes of those who have bled in seasons past.” Fans can schedule their SXSW blood donation appointments by going to RedCrossBlood.org and using the sponsor code: bleedforthethrone. Blood donation appointments are expected to fill up quickly, with a standby line available for fans who are unable to make appointments online. Lyft is also helping out with the cause by providing rides (up to $10) at SXSW and to all 163 Red Cross blood donation centers across the country. Donors can find out about Lyft rides at the American Red Cross website.

In addition to SXSW, the campaign will run March 7-12 with coordinated blood drives in 43 states, as well as nine college and universities across the U.S. Fans who show up to donate during that time will receive an exclusive Bleed for the Throne T-shirt and sticker with a unique Snapchat filter (while supplies last). Those who show up to donate at any Red Cross blood drive by March 17 will automatically be entered in a sweepstake for a chance to win a trip to the season 8 premiere of Game of Thrones. Trip includes travel for two, up to two nights hotel accommodations and a $250 gift card for expenses. Five trips will be awarded.

Cliff Numark, senior vice president at American Red Cross Blood Services says, “Every day, thousands of patients across the country are dependent on voluntary blood donors to help them fight for their lives….Winter is finally here, and the needs are dire. No matter who you’re rooting for to take the throne, you can be a hero for patients in need.”

So if you are up to it, go out and Bleed For The Throne

Appointments can be made by using the free Red Cross Blood Donor App, visiting RedCrossBlood.org or calling 1-800-RED CROSS (1-800-733- 2767).

A blood donor card or driver’s license, or two other forms of identification are required at check-in.