Game of Thrones is a story (a song, really) of ice and fire, so its no coincidence that both themes were used to announce the release date of the highly anticipated seventh season.

During a Facebook Live event on Thursday, users tuned in to watch canons of fire slowly melt a block of ice that housed the date July 16. Viewership peaked at around 142,000 concurrent people. (More than 3.1 million have watched the video, which also includes a teaser trailer for the new season.)

But all didn't go too smoothly. The feed was cut twice, frustrating plenty of eager fans:

While others applauded the event:

Despite the technical difficulties, the event was a milestone for Facebook Live--and got people talking. It was an extraordinary campaign that not only drew a massive audience, but it also showcased a new way of engaging users. The strategy successfully tapped into the cult-like following of the popular HBO show. That's good news for Facebook, who has struggled to regulate the live platform that people have been using to broadcast suicides, police shootings, and illegal programming.

Previously, Facebook Live has been used as a platform for audience-building and marketing campaigns, but nothing quite at this level. BuzzFeed, for instance, streamed staff members as they put rubber bands around a watermelon until it exploded, and Rogue One broadcasted a live discussion with the cast before the film's U.K. debut. But HBO tapped into a pre-existing frenzy over the new season, which is set to premiere months later than in previous years.

Indeed, the clip did not disappoint, and promised the only war that matters: The Great War.