Sky Österreich - House of the Dragon
Through a multichannel performance branding campaign and the successful deployment of a viral AR lens, Sky Österreich together with Bacon & Bold executed the most successful Game of Thrones campaign to date.
Reactivating a Series Brand
Game of Thrones was one of the major hit series on Sky Österreich. After the series finale, which left some fans unsatisfied, the brand went quiet. The challenge was to bring this brand back to life and excite former fans about the new spin-off House of the Dragon.
From Nostalgia to Viral Euphoria
Our strategy was to reactivate the target audience with highlights & memes from the Game of Thrones universe and subsequently excite them with teasers for House of the Dragon. The series launch was accompanied by a viral AR lens. A multichannel strategy was deliberately employed.
- TikTok: Reach the broad mass of series-enthusiastic young people
- Facebook and Instagram: Convert to subscribers
- Snapchat: Drive word-of-mouth
Most Successful GoT Campaign
- Most successful social media campaign for generating subscribers
- Strong brand lift measured with dedicated study
- One of the most successful AR lenses of 2022 with 1.6 million impressions, 92,911 shares, and 47 seconds average viewing time
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