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Jumping on the Game of Thrones Hype Train


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NOTE: This article is free of spoilers, unless you haven’t watched up to the end of the 5th season of Game of Thrones.

Winter has arrived, or at least we hope so. Arya lost her sight, and Daenerys was surrounded by a crowd of men on horses, nothing sexual… not yet at least. On the other hand, the white walkers are rejoicing over the death of Jon Snow… or should I say, ‘supposed’ death. That was all a year ago. And everyone has been waiting in anticipation as to what will happen in Westeros as the new season unfolds itself.

The series left every fan seeking for answers to the hanging questions that has loomed over them for the past year. With theories, possibilities, rambles and rumours, all filling up the internet as to how the new season will unfold.

Brands, on the other hand, are constantly looking for new ways to connect with their audience. And what better way than to take advantage of the hype surrounding Game of Thrones Season 6.

Prior to episode 1 of Game of Thrones, these brands did more than just jump on the bandwagon. They found a way to tell their story, and even introduced products, in a context that Game of Thrones fans would engage with.

Facebook: Game of Thrones opening sequence 360 video

Facebook has been looking for ways to increase the appearance of 360 degree videos on their platform. And they finally did. They announced their plan to release a high-end video capture system as an open-source project on GitHub. But before they released it, they made a 360 video of the most anticipated series of the year. Now you can traverse through the opening sequence of Game of Thrones in 360 degrees. Mark Zuckerberg says, “It is now the most watched 360 degree video on Facebook in a 24-hour period.”

Billboard: A Pop Song of Ice & Fire

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The world of pop isn’t so different from Westeros, except of course for the bloody violence and sexually explicit content. But hey, everyone wants to be at the top, in King’s Landing. And it’s no different when it comes to artists wanting a place at the top of the Billboard charts. So Billboard got Paul Tuller to illustrate pop artists as characters in Game of Thrones, with a sample quote from the character and a sample from the artist’s lyrics.

Here’s an example, with Taylor Swift as Daenerys Targaryen:

Sample Daenerys Quote: “I am not your little princess.”

Sample Taylor Lyric: “I’m not a princess, this ain’t a fairy tale.” (“White Horse”)

Spotify: With Whom Do You Listen?

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Always wanted to know which Game of Thrones character listen to the same songs as you? Now you can. Being a brand that allows you to create your own song playlist for everyone to list to, Spotify has cleverly made playlists for famous (not necessarily alive) Game of Thrones characters. With the most followed character being none other than Jon Snow, with Queen of The Stone Age’s hit song “No One Knows” referencing Ygritte’s ever famous quote to him: “You know nothing Jon Snow.”

Foodpanda: Game of Foods Competition

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By using the code, FOODISCOMING, you will stand a chance to win awesome prizes. You still have more than 2 days to participate. So order with Food Panda via web or app. Foodpanda is a food delivering service that brings your favourite restaurant to your doorstep. By making a pun out of the “winter is coming” quote, Foodpanda is sure to win the hearts of Game of Thrones fans. Especially when the winning prizes include a 5-book box set of the famous series.

Jumping on hypes may be something almost brands do, just look what happened a few months ago when Star Wars finally released a film after a 10-year wait. It’s easy to say, “Let’s jump on the bandwagon.” The engagement and awareness your brand could get from it is a pretty intriguing factor. Especially when you know the hype has many fans, i.e. the Game of Thrones. Their Facebook page alone has over 17 million likes. But there’s always the tough question, “is it worth it?”

Captain America Civil War is coming. How would your brand take advantage of this?
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