Games of Thrones

WOUTERVANDENAMEELE STEPHANIEKATIC

TELENETPLAYMOREGAMEOFTHRONES

  Smallbudget

  Nicheyetdiffuseaudience

  GoT=strongbrand!dangerous

  KeysalesdriverforPlayMore

CHALLENGES

3

  Audienceresearch:blogs,forums,FB-pages,FB-(closed)-groupsanalysis,targetgroupanalysis…(BelgiumandNetherlands)

  Brainstorm/focusgroupwithcoregroup

  CollaboraLonwithcoregroup

WHATDIDWEDO?

4

Overallinsights:

  Diehardfans=focus

  SocialasakeyplaQorm

  Familyrivalry:coreofGameofThrones

CONCLUSION

5

  AlexAgnew&XanderDeRijckeas‘leaders’

APPROACHCREATION

6

7

9

10

BATSHITCRAZY

11

GOTINFLANDERS

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  Reallyinvolvefansforhighsocialengagementrates

  Owned/EarnedintegraLon&amplificaLon

  Coretargetaudience,complementedwithmoregeneralgroup

  Campaignclimaxaroundserieslaunch!amplifynaturalclimax(e.g.PromotedTrend+overallretargeLng)

APPROACHMEDIA

13

PLAN

14

15

RESULTS

  PosiLvesenLment:+30%

  CTR&ER:2,3x&2,9xvsbenchmark

  40%YoYsalesuplif!

SMALLMEDIABUDGETRESULTEDIN

17

LOTSOFPR

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LOTSOFPR

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ANDANAWESOMEWAYOFENDINGTHECAMPAIGN

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  LeveragedOwnedandEarnedmediawithgreatresults

  Intensecampaign,butworthit!Doitright,ordon’tdoitatall

  Telenet:modelforfuturecampaigns

  HBOcopiedus;-)

Learnings

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THANKYOU!QUESTIONS?