Game of Thrones: Overall Social Presence

Leading into Game of Thrones Season 5, HBO ran an extensive digital and social media campaign to engage new viewers and keep the series top of mind for millions of existing fans around the world.

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  1. To drive anticipation for the fifth season, HBO and Elastic launched an innovative storytelling experience called "The Sight," utilizing Bran’s premonitions. The global experience allowed fans to receive video clips offering clues to Season 5 plot points. The Sight exceeded over 1.2MM visits, 208K sign-ups to date and attracted 72K new @GameofThrones Twitter followers.
  2. HBO also showcased the creativity of the series’ avid fan community in the crowd-sourced Game ofThrones Compendium. Fans submitted their original content (ranging from art, fashion, food and other lifestyle categories) to be reviewed by an expert panel of editors (including chef Tom Colicchio, Marie Claire’s Nina Garcia, Reddit ofIce and Fire moderator Kevin Hatch) for inclusion in a printed, limited edition book releasing in 2016.
  3. Eventizing marathons have been a crux of the GoT catch-up strategy and accounted for 10% of all GoT conversation 2 months leading into premiere. For the “#GoTBetrayals” marathon,HBO aired the 2 biggest betrayals of every season leading into Season 5 premiere weekend. Lucky fans who tweeted using #GoTBetrayals had their tweets elevated on-air during the stunt. @GameofThrones live-tweeted and shared branded content to rally fan participation helping #GoTBetrayals to trend worldwide.
  4. The week of premiere, HBO partnered with Facebook to bring the GoT Facebook and Instagram profiles to life via the Season 5 San Francisco red carpet live stream. The live stream reached over 8MM people, generating 45% more views than last year’s premiere live stream. Stylized photos of the cast with their Funkos helped the @GameofThrones Instagram grow to 1M followers.
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  6. On premiere day, HBO rallied the realm to #CatchDrogon encouraging fans to create Drogon-centric content. #CatchDrogon sparked creativity with fans tweeting bait rangingfrom custom dragon traps to personalized cakes. Celebrities and cast shared Drogon Funko selfies and brands including Pringles, Nat Geo Wild and Arby's also joined in the fun. #CatchDrogon generated over 1 billion total impressions, 6.6M total interactions and more than 74K tweets worldwide.
  7. Season 5 was HBO’s most-watched and most-social premiere ever, as almost 8MM viewers tuned in for the first episode and commanded an unprecedented amount of social activity.
  8. Credits:

    - Sabrina Caluori, SVP, HBO Digital and Social Media
    - Jim Marsh, VP, HBO Digital and Social Media
    - Emily Giannusa, Director, HBO Digital and Social Media
    - Michael Hoffman, Associate Manager, HBO Digital and Social Media
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