A Game of ThronesUsing social media to bring people back to the books

The taskDrive awareness and sales of George R.R. Martin’s epic series during

Sky Atlantic’s airing of Game of Thrones

40% of all Twitter activity at peak times is around TV

Stand out moments on TV drive spikes in engagement

Smart use of TV trends can help drive discovery

The strategyJoin and harness this conversation in order to raise awareness and

direct chatter towards the books

Our messageThe TV is brilliant, but you can get so much more from the books

12 week ‘always on’ campaign around the TV

Dial up activity around key moments

Climax at the end of the series when the books are the only way to

find out what happens next

A piece of luck!Game of Thrones airs 24 hours earlier in the US than the UK

What worked best?

Quotes from the books

Extracts allowing fans to read the original scene

Infographics

What didn’t work?(There may be strong language)

But what about the sales?

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Weekly TCM and ePOS sales

Series1 Last Year

Campaign owners: Adam Humphrey/ Katie Sadler

Creative: Chris Minnet @ Salt Digital

Media: Joel @ 33 Seconds

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