The launch campaign for
TV series Game of Thrones had a dual goal

To excite the highly committed existing fanbase of the books and promoting the show to a wider audience.

These contrasting
objectives were managed with a multichannel, multisensory campaign

The campaign could be experienced
as a whole or on a modular basis – ‘The Maester’s Path’. A five-week long sensory exploration of the fantasy world of the series was created. Smell was the first sense, with scent boxes sent to journalists, bloggers and other influencers. The content invited those who received them to play an online game, in which they had to share key information with each other and visit multiple sites in order to cobble together all the information needed to solve the game. The reward was
a preview clip from the show.

Having garnered publicity, the exploration
of the other senses was open to wider audiences using online, mobile and experiential such as an iPhone app, online flash game, and traveling food trucks serving free food inspired by Game of Thrones.

The campaign spoke to different
audiences on different levels and catered
to the audience’s ‘T-shaped attention span’ with each level containing a deeper degree of engagement encouraging fans to work together to unlock preview content and rewards.

While fans celebrated ‘Maester’s Path Mondays’ on Twitter, less engaged fans
were able to dip in and experience just one sensory experience. By the series premier, an organized and established fan network was in place.