Once Upon a time…
Ahead of the much anticipated launch of the new Game of Thrones series, Sky Atlantic wanted to build excitement amongst existing viewers and encourage non-viewers to tune in. The aim was to create a buzz about its return and to highlight reasons to watch season six of the station’s biggest TV show. With so much talk already surrounding it, we wanted to grab the opportunity to do something really special for its fans.
Here’s what we did…
Metro created a bespoke, national newspaper cover wrap in the style of a fictional newspaper – The Westeros Gazette, and published it on the morning of 25th April as the first episode would be premiering that evening.
Our commercial editors and designers created humorous branded content on all four pages of the wrap to make it look like a real newspaper. It covered key storylines from season five and even featured a Westeros weather map, spoof adverts for ‘brands’ in the Seven Kingdoms, missing persons notices and a job vacancy for the Night’s Watch.
To amplify the activity, Metro took it live and direct to our large commuter audience at seven train stations nationwide with promotional staff handing out the newspaper alongside string quartets playing the iconic Game of Thrones theme tune live on branded station concourses.
A half page display ad as well as editorial coverage on Metro’s TV pages that day ensured none of Metro’s 3.3 million readers missed Game of Thrones in the paper that day! Naturally the campaign also ran on Metro’s digital editions.
And they all lived happily ever after….
Our activations created a huge amount of buzz on social media (with Game of Thrones trending all day).
The campaign really struck a chord with our readers:
83% recall of the cover wrap
60% agreed it made them feel positive towards the advertiser
75% agreed it had an original design
The arrival of a new Game of Thrones series was the thing on everyone’s lips in workplaces across the country and Metro’s role at the heart of the morning commute meant we were perfectly placed to fuel excitement on premiere day with this innovative and attention-grabbing activity.