PREMISE

Campaign Name: Game of Thrones

It’s the most talked about show in TV history. How do we create an association of Game of Thrones with its Indian broadcaster Star World India? We put our fans in the world of Westeros! When the most talked about show in TV history came to India, we decided to plant the audience – in a personalised manner – into the world of the show. This resonated to produce a buzz worthy of the phenomenon that GOT is.

THE ASK

The crux of it was this: How do we create an association of Game of Thrones with its Indian broadcaster Star World India?

THE ANSWER

Give every outspoken fan a taste of being in the world of Westeros! We created customised posters for every person who tweeted with #GOT7onSW on launch day. They sent us a picture of themselves and we gave them a gift so cool that it was chilling.

THE RESULT

Over 850 personalised posters created in under 8 hours, delivering 400 million impressions that put us on the Worldwide Trends map on Twitter!