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Game of Thrones

5 week campaign

The Challenge

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 Solution

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.

Season one
Season two
Season three
Season four
Season five

Results

Overall print reach in excess of 5 million

Overall print reach in excess of
5 million

Hub Page views:110,000+

Hub Page views
110,000+

Social media reach \/impressions670,233

Social media reach
670,233

Unique Users of Quiz7,564

Unique Users of Quiz
7,564

Entries across both competitions3,684#thronezone and #jointhewatch

Entries across competitions
3,684
#thronezone and #jointhewatch

Shares to enter2,220 #thronezone competition 

Shares to enter
2,220 
#thronezone competition 

Co-branded CTR0.19%

Co-branded CTR
0.19%

To talk to us about partnerships, please contact
Jo Aves
Head of Strategic Partnerships
Joanna.Aves@esimedia.co.uk or 020 3615 2575