Fair Use? Game of Thrones Inspired Marketing for Hoot Suite

In April 2014, the marketing for social media management system Hoot Suite began to exploit the online buzz of Game of Thrones.

Is it copyright infringement to make materials (like the video above or the infographic below) that are "inspired" by the opening sequence of a hit HBO show?

Is there a legal claim that could stop Hoot Suite from trading on the popularity of Game of Thrones?

Should HBO just tolerate this, or should the lawyers get involved?

Is this a threat to the Game of Thrones brand? Or a net benefit - just adding to the attention the 4th season of Game of Thrones is getting (the new season premiered on April 6th, 2014)?

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