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HBO
Game of Thrones Season 2: Integrated Camapign

RAN IN: United States

CLIENT
HBO

Chris Spencer - EVP, Creative Services Mktg., HBO Creative Services
Amy Benford - Assoc. Manager, Program Advt. & Promotions, HBO Consumer Mktg.
Jacqui Bussey - Sr. Writer, Producer, Creative Services Mktg., HBO Creative Services
Sabrina Caluori - VP, Social Media & Performance Mktg., HBO Social
Emily Catallozzi - Coord., Program Advt. & Promotions, HBO Consumer Mktg.
Arnell Davis - Coord., Program Advt. & Promotions, HBO Consumer Mktg.
Zach Enterlin - SVP, Consumer Mktg., HBO Consumer Mktg.
Scott Gluck - Sr. Writer, Producer, Creative Services Mktg., HBO Creative Services
Greg Scott, Manager - Program Advt. & Promotions, HBO Consumer Mktg.
Taryn Winkelman - Director, Program Advt. & Promotions, HBO Consumer Mktg.

AGENCY
Campfire *Lead Agency


Cold Open


Works LA


Avatar Labs


Civic Entertainment Group


SUMMARY

The first season of HBOs Game of Thrones was a smash success that effectively established the show as an epic, landmark series. Expectations remained high for season 2, so the challenge would be determining a cost-effective way to stand out using less traditional tactics. Enlisting dedicated fans who were already seeking out news and content for the series return, HBO sidestepped the noisy market of traditional advertising by using social media to expand its audience. By introducing innovative experiences that engaged fans, HBO raised brand visibility and exceeded goals.

CASE STUDY

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CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Print, OOH, Cinema, Events, Consumer Involvement

Audience: New Audience, Men, Women, Brand Influencers, Boomers (45+), Teens (13-20), Young Men (20-35), Young Women (20-35)

Objectives: Increase brand loyalty

Type: Business to Consumer

Classification: Local,Regional

Language: English