Download - 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
12
Reallyinvolvefansforhighsocialengagementrates
Owned/EarnedintegraLon&lificaLon
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
18
LOTSOFPR
19
ANDANAWESOMEWAYOFENDINGTHECAMPAIGN
20
LeveragedOwnedandEarnedmediawithgreatresults
Intensecampaign,butworthit!Doitright,ordon’tdoitatall
Telenet:modelforfuturecampaigns
HBOcopiedus;-)
Learnings
21
THANKYOU!QUESTIONS?