Game of Thrones – Experiential Marketing Strategy
The wildly popular television program, Game of Thrones, returns for its highly anticipated sixth season on April 24. HBO has been flexing their marketing muscle to transport their millions of fans into the fantasy world of Westeros (and Essos) with the use of cutting-edge, outside the box experiential marketing strategy and activations. Take a look at how the show has implemented online and offline experiential marketing catch the eyes, imaginations and, of course, wallets of millions.
The title sequence of Game of Thrones has become an iconic part of the show as the viewer is treated to a birds-eye panning across the ever-growing map of the Game of Thrones universe. Using 3D video technology, the show invited users to immerse themselves in the world by allowing them to manipulate the point of view and explore the realm first-hand.
In this online video series, HBO introduced 5 artists who are commissioning works based on their interpretation of iconic scenes in the series. The installations were unveiled on April 20 in New York City.
Even Apple’s doting (although sometimes sassy) digital personal assistant, Siri is showing her fandom for the show.
Season 5 DVD Release
Previously, HBO unleashed dragons in major cities across the United States to create hype for the release of the season 5 DVD box set. While there weren’t any real dragons (sadly), these immense installations made it look as if a dragon had crashed down with visual skid and claw marks with displaced street lamps and trash cans. The experience ended with a special outdoor screening of a twenty-minute film and an appearance by one of the show’s stars. Share worthy moment indeed.
With all these teasers and activations, we can not wait for the first episode on Sunday. We will you be watching to see how HBO’s experiential marketing strategy will come to life.