To drive anticipation for the fifth season of Game of Thrones and catch fans up on the last 4 seasons, HBO created a #GoTBetrayals linear marathon showcasing the best and baddest betrayals in the series' history.
Capitalizing on the influx of social conversation surrounding GoT's biggest episode, such as the Battle of Blackwater, the Red Wedding, the Purple Wedding and more, HBO2 re-aired the most memorable the week leading into the premiere. Game of Thrones social profiles built anticipation for the #GoTBetrayals marathon creating sharable animated graphics, responding to fans with emotive GIFs and tweeting along during the episodes.
From March to April of 2015, linear marathons increased the linear time period norms by 167% due to the #GoTBetrayals and accounted for over 10% of all Game of Thrones conversation. The themed marathon was really resonated with fans who clamored to have their tweets showcased on-air during the stunt, prompting #GoTBetrayals to trend worldwide on Twitter.
