Credits: Michael Monello, Campfire, Executive Creative Director Steve Coulson, Campfire, Creative Director Jeremiah Rosen, Campfire, President Marianne Raphael, Campfire, Group Account Director Zoey Taylor, Account Supervisor Jason Sutterfield, Campfire, Head of Production Ryan McGrath, Campfire, Senior Producer Jakub Popadiuk, Campfire, Associate Producer Jen Larkan, Campfire, Associate Producer Andrea Philips, Campfire, Copywriter Eric Harshbarger, Campfire, Puzzle Master Thomas Sherman, Campfire, Art Director Dylan Warner, Campfire, Designer Bryan Hodge, Campfire, Prop Master Robert Halstead, Campfire, Video Editor Luxurious Animals, Luxurious Animals, Web & App Development Company GoGorilla, GoGorilla, Event Company Tom Colicchio, Craft Worldwide Holdings, Chef
To raise awareness of Game of Thrones, HBO's adaptation of George RR Martin's epic fantasy novels, we created a series of experiences based on the five senses. The novels already had a passionate and connected fan base, so our strategy was to activate those fans and have them broadcast their excitement to a wider audience.
We created a sensory journey through Westeros, the mythical world where Game of Thrones is set. We demonstrated the attention to detail that HBO would bring to Game of Thrones by evoking the visceral nature of touch, taste, sight, sound and smell in a series of immersive storytelling experiences.
'Westeros Revealed' combined innovative sensory marketing tactics with complex challenges for fans at themaesterspath.com. Successful fans were rewarded with exclusive preview clips and Get Glue stickers. Players were converted into evangelists and created conversation and buzz around Game of Thrones.
In the lead-up to the Game of Thrones premiere we launched five experiences over five weeks.
Scent: A scent experiment was delivered to 85 influencers, they created fragrances that invoked locations in Westeros. A hidden clue drove traffic to the themaesterspath.com to solve the first puzzle.
Sound: You eavesdropped on the gossip of a Westeros tavern and got a taste of political intrigue with a binaural sound experience.
Sight: You walked in the shoes of a guard and learned about the 700ft wall that protects Westeros, in an immersive first-person simulation.
Touch: A touch-sensitive mobile app connected cities in our world with regions in Westeros based on weather.
Taste: Food trucks in major cities distributed a Westeros-inspired menu, created by celebrity chef Tom Colicchio.
Heavy social integration and the support of fan communities built word of mouth and media.