Earned & Owned: Maximizing Digital

Game of Thrones Enhanced Digital Experience


HBO

Gold Winner

Content Marketing

“Through multiplatform interactive experiences, they gave ravenous fans even more reasons to deeply devote themselves to the show.”

Lincoln Bjorkman

Lincoln Bjorkman
Global Chief Creative Officer,
Wunderman

For season three of the hit HBO series Game of Thrones, HBO created an elaborate digital experience to give fans a deep dive into the seven kingdoms. Through HBO Go, the team intensified onscreen action, offering second screen features such as videos of the show’s creators discussing the scene, closer looks at costumes and scenery, and sneak peeks of production items like script notes and storyboards. In between episodes, HBO.com offered fans an in-depth and regularly updated viewer’s guide, including interactive map of Westeros. The interlocking content drew fans in even more closely to the already successful show.

“The creators of this work not only successfully engaged people with thoughtful, rich, and immersive content; they also enriched the entertainment experience of Game of Thrones. Through multiplatform interactive experiences, they gave ravenous fans even more reasons to deeply devote themselves to the show. That’s no easy task when you’re working with the awesome scale, complexity, and creativity of this intellectual creative property. It was also risky. Like all online fans of sci-fi and fantasy, Game of Thrones fans are truly fanatical and outspoken, and this even generated a rich and positive response from them. Well done. Loved as a consumer. Loved as a creative.”

Lincoln Bjorkman, Global Chief Creative Officer, Wunderman

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