It may be warming up here in London, but Winter is officially here. The final season of Game of Thrones is set to air this Sunday the 14th and, sadly, it’s the end of an era. Not just for the biggest television show in the world, but for some of the most eye-catching creative campaigns and PR stunts to have ever existed.
HBO’s Game of Thrones partnerships and sponsorships have been the backbone of the series success, funding the production of some of the most cinematically challenging scenes in history (episodes in the final season are expected to have cost upwards of 15 million each). Due to the lack of product placement opportunities in the show, creative teams have had the opportunity to explore unchartered waters when it comes to the advertising and take their campaigns to new heights.
HBO and their partners are not the only ones to jump on board the phenomenon with a range of brands taking advantage of the buzz and producing their own content to ride the publicity wave. To celebrate the final season, we’ve put together our 5 favourite Game of Thrones creative campaigns and PR stunts to exist outside of Westeros!
‘When you play the Game of Thrones, you win, or you die.’ Foxtel in Sydney have constructed their very own graveyard to celebrate the launch of the final series of Game of Thrones in memory of our favourite key characters that have sadly met their fate over the years.
For those lucky enough to be in the vicinity of the cemetery, the ‘Grave of Thrones’ experience includes a map and audio tour that explains the significance of each character death along with those haunting headstones and mausoleums that are sure to cause a stir on social media with the hashtag
2. Sky Atlantic
Sky Atlantic gave onlookers the ultimate thrill when they decided to switch up the traditional Changing of the Guards at the Tower of London by having the Night’s Watchmen storm through with a choreographed performance complete with a marching band playing the signature Game of Throne tune. The stunt quickly went viral of Social Media and is definitely one of our office favourites!
When discussing their newest partnership with HBO, Oreo shed light on their core values as a brand and how as a company, they planned to take engagement to the next level in possibly their biggest partnership ever.
“What we’re doing is fully and wholeheartedly leaning into our brand purpose, which is that we believe in the power of playful spirit to bring people together … You don’t necessarily think of Game of Thrones as being playful, at least not in the way we think about it. But what we love about this is that Game of Thrones fans are already a real community.”
The campaign includes limited edition ‘house’ cookies, the opportunity to pledge your loyalty to your favourite house through Social Media, and the crowning glory, a complete recreation of the Game of Thrones introduction scene made out of Oreo cookies!
Sometimes the simplest marketing is the most effective. Although it’s not the first time KFC have jumped on the Game of Thrones buzz, the fast food giant has definitely made the most of this weeks engagement.
Ogilvy, the Hong Kong agency behind the campaign, said the premiere was a perfect opportunity to remind their customers that the best way to watch the show’s infamous fiery scenes was with friends and over a bucket of their Hot & Spicy chicken. They also highlighted that leveraging pop culture is a great way for large brands to remain relevant whilst adding an element of playfulness to their branding.
The most creative campaign leading up to the Game of Throne’s final season obviously had to come straight from the television network that originally launched the world-wide phenomenon, and HBO did not disappoint.
The network launched a viral challenge titled #ForTheThrone, encouraging users to quest, bleed, and create to prove how far they will go in comparison to the lengths their favourite characters have gone to for the iron throne over the last seven seasons.
The viral highlight of the #ForTheThrone campaign was the Quest element where HBO had scattered 6 iron thrones around the world and encouraged users to find them, sharing 360-degree YouTube videos of the thrones and providing watchers with a limited time to locate the thrones in the most unique of locations.
Will you be watching Game of Thrones this weekend? Tell us on Twitter!
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