Game of Thrones
5 week campaign
Prior to the Season 6 launch, Sky Box Sets wanted to encourage non-viewers to watch the first five series. The aim was to kick-start a conversation around the show, so their target audience would want to catch up on what they were missing.
The campaign was designed to be multi-channel across all ESI Media platforms. Key to the success of the campaign was the development of relevant, engaging content which was done in two ways.
1) User generated content was elicited via two reader competitions from social media hubs on standard.co.uk and independent.co.uk which created the conversational forum.
2) In addition reviewer articles (written by GoT fan and regular columnist Grace Dent plus a reader and previous non-viewer) focussing on one series per week, a season by season quiz and a weekly Q&A series ‘Local Legend’ in ES Magazine focused on a local London fan formed the other content elements.
Our Local Legend series covered a different season each insertion and appeared weekly in ES Magazine. Each week we shared our ‘legend’ interview about their love for Game of Thrones and promoted the competition.
The campaign was also supported by digital display ads, print ads and a wrap. Our weekly DPS featured opinion articles from our first time watcher (Barbaros) and long time watcher