The Game of Thrones Facebook page is an extremely popular fan destination, which engages the community with its unique voice. Going into Season 2, the page launched with special features and an engagement strategy designed to sustain accelerated growth in season and beyond. Beginning 3 months in advance of the Season 2 premiere, HBO launched a social media campaign in 3 phases: Long Lead, Pre-Premiere and Continuity. Phase 1 focused on encouraging fans to catch up with the series with creative messaging and engaging incentives. • Details on all airings of season 1 on HBO, HBO On Demand, and HBO GO, including marathons. • The launch of a customized Facebook tab featuring multiple ways to watch season 1. • Promotion around the season 1 DVD release, including Facebook promoted posts and the interactive application, “Dethroned." • Released long-lead trailers, photos and more content from season 2 to help fans get excited and spread the word. Phase 2 launched approximately two weeks prior to premiere featuring engaging campaigns and tactics designed to rally fans ahead of the premiere. • The Pledge Your Allegiance Facebook application asked fans to ally with one of the five warring families and provided them with tools to help them evangelize potential new viewers. The application also included a sweepstakes where fans could enter to win signed memorabilia and other merchandise. • Jumping on a virtual-to-physical world connection at Wondercon 2012, HBO gave fans the opportunity to mimic a Season 2 campaign poster and have their “head on a spike picture taken." These pictures were featured on the Facebook page in real time. Phase 3 began the day of premiere in tandem with an all-day marathon of the first season on HBO. The campaign continues to run during the season, engaging existing fans and continuing to convert new ones. • Game of Thrones Day: HBO dedicated the entire Sunday, April 1 to the preparation for the season premiere episode, with the HBO social profiles joining in to engage live with eager fans. Custom shareable Facebook cover images, profile avatars, and character posters helped fans show their dedication and HBO Connect Live Chats and Commentaries with cast and crew members provided a behind-the-scenes experience during the day-long marathon on HBO2. • As the season progressed, fans engaged on Facebook to get updates, recaps, and previews, and were presented with graphic quote postcards they could share with friends. Results: • The Game of Thrones season 2 premiere accumulated a gross audience of 8.3MM viewers and was renewed almost immediately. • GoT was the most buzzed about cable show on 4/1 via Trendrr, (4th most social TV event overall).
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