Leading into its fourth season, Game of Thrones was poised to make the leap from popular television show to global sensation. To fuel word of mouth, the Game of Thrones Instagram Profile, now boasting 315 followers, had to devise an innovative way to build on the already established "pocket-sized GoT" strategy.
From the world of Westeros to the world of Instagram, HBO's focused approach to the platform differentiated the profile from all other Game of Thrones content on the web. The profile features pocket-sized images of Game of Thrones Funko figurines in unexpected situations. To build on this for Season 4, the profile re-enacted key scenes from each episode and featured talent at offline events such as red carpet premieres and Comic-con holding miniature versions of themselves. The Funkos even traveled abroad to take pictures on the actual set providignt he profile with exclusive BTS images and incentivized thousands of "double-taps."
Over the course of Season 4, the profile grew to over 218k followers, a 289% increase from season 3. Photos regularly made the popular page averagiung over 12K likes each. The profile garnered over 1MM total likes to date and supported successful OOH events such as the GoT Exhibit at SXSW, NYC Red Carpet Premiere.