Challenge

HBO Nordic wanted to launch a social media campaign with the aim
of gaining new and retaining existing subscribers, in the two months
leading up to the premiere of Game of Thrones season 7 on 17th of
July 2017. The hook was season 1- 6 of Game of Thrones. HBO Nordic
focuses on newer quality TV series as the main USP, which is signified
by the tagline, “The Home of Series”. Game of Thrones has become a
landmark within that strategy and a strong sales driver. There is a huge
fan base connected to Game of Thrones, so our task was to tap into this
force, harness its energy and steer it towards engagement on HBO Nordic’s
owned channels, and from there retain the existing subscribers and
of course, optimize sales.

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”Don’t miss out – be part of it”

The proposition
The overall proposition behind the campaign was:
”Don’t miss out – be part of it”
The strategy was to create FOMO among followers, and the
overall feeling of ”this is something you just can’t miss out on
if you want to be a part of the crowd”.
The creative concept
The creative task was to create as many posts as necessary to get the
highest possible engagement. And then of course turn that engagement
into conversions.
Watchers and Virgins
For simplicity, we divided our target group into two groups.We called
them: Game of Thrones Watchers and Game of Thrones Virgins.
GoT Watchers, our primary target group, were defined as fans and followers.
These were the easiest target group to reach. Virgins were all the
others. The curious ones, but mostly the ones that have been rejecting
the series for several years. It was painfully clear that we couldn’t reach
them. So, we didn’t try. For that, we used the Watchers.
The theory was that nobody wants to stay a Virgin. And we needed the
Watchers to convert them. Fans of the show are the best, most compelling
and credible missionaries for the show. Our ambition was to activate
and awaken the Watchers and use their excitement to convert the
Virgins.

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