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Game of Thrones: Season 7 Digital Campaign

basics
Industry: Professional & Public services
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
For the past six seasons of Game of Thrones, the worldwide fan community has been told that “Winter Is Coming.” To promote Season 7 and foreshadow the imminent threat of the Night King descending on Westeros, HBO celebrated the end of a long wait and let fans know the “Winter Is Here” with buzzworthy activations that spanned across the show’s vast digital ecosystem.
Strategy
With the Season 7 overarching theme of “Winter is Here,” HBO pursued a multi-platform strategy with a unified message everywhere that excited fans because—finally—what had been promised since Season 1 was coming to fruition at last.
Outcome
When winter finally came on premiere day it was truly a season to remember. Game of Thrones’ social following grew to over 32M across Facebook, Twitter, and Instagram. Season 7 was the most watched premiere and HBO program ever. It also dominated social buzz and was Nielsen's most social TV series of 2017.
Execution
HBO kicked off the Summer Solstice with a new, winter-themed trailer for Season 7, announcing #WinterIsHere. Game of Thrones activated a Twitter Emoji Engine, that gave fans the chance to unlock all 12 Season 7 character posters through use of clever combinations of #WinterIsHere + [an emoji] tweeted @GameOfThrones. Other integrated campaign activations included a first-ever branded gift exchange for the over one million Game of Thrones subscribers on Reddit, real-time posts and updates in Game of Thrones Google search results page, and a #WinterIsHere primetime marathon on HBO 2. On premiere day, HBO bought a sponsored lens on Snapchat that let fans turn themselves into an ice-breathing White Walker. On finale, fans became the Night King with a Facebook camera effect and post-finale they continued to delve into the series with the seven-part Game Revealed docuseries diving into the juiciest moments from every episode of the season.
CampaignDescription
For the past six seasons of Game of Thrones, the massive global fan community has been told that “Winter Is Coming”. Leading into Season 7, HBO confirmed the long-predicted theory and declared that Winter Is Here in Season 7, with a clever “winterizing” blitz of activations and content across digital platforms.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Sectors > Media / Entertainment
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