The much-anticipated fourth season begins this coming Sunday,
April 6, at 9 p.m. EST/8 p.m. Central. A few new marketing efforts are
currently underway to promote the television triumph and increase their share
of viewers.
Mobile Apps
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| iRiS Game of Thrones |
Users are instructed to aim their second-screen device at an image of the mysterious three-eyed raven that often frequents the
Warg Bran Stark’s dreams. Successful completion of this task will allow one to claim
allegiance to a noted organization (various Houses, Orders, etc.), take a selfie
on the Throne itself and be privy to exclusive GoT videos and content each
week.
Over 300 similar images have been scattered throughout the greater Toronto
community for individuals to locate and scan with the app for additional hidden
revelations.
“Our overall strategy was to market the premiere of Game of Thrones Season 4 to the level of a massive theatrical release,” said Jon Arklay, Senior Vice-President, Bell Media Agency, Brand, Creative and Marketing. “Our challenge was to develop a campaign that measured up to the epic scale of the show and our viewers’ heightened expectations. We wanted to discover new ways to connect fans to the show.”
Video Games
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| Riot Games |
League of Legends will have select “Game of Thrones” advertisements, footage
and logos placed throughout the game to maximize fan excitement to such levels
that they may very well be chanting “The Rains of Castamere” after bearing
witness to it all.
Dustin Beck, vice president of eSports and merchandising at Riot Games, has
indicated that some sort of “mash-up trailer” could be made available in the
near future.
“The advantage with us versus traditional TV or even traditional sports is we
have a very limited, focused advertising or sponsorship and partnership
strategy. We’re not working with a ton of different brands. There’s not going
to be the kind of sponsor overload you get when you look at NASCAR for example,”
he said in an interview with [a]list daily.
Oculus Rift
Recently acquired by Facebook, virtual reality system Oculus Rift is
contributing to the alteration
of the television landscape.
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| Maisie Williams at SXSW |
At the 2014 South by Southwest (SXSW) music festival in
Austin, Texas, HBO united with Academy Award-winning visual effects company
Framestore and marketing agency Relevent to unveil yet another way that Winter is
Coming through the utilization of the VR device.
The teams developed an immersive experience called “Ascend the Wall”; while
wearing the Rift headset, an explorer is transported to the military
headquarters of the Night’s Watch, Castle Black, where they’re placed inside of
a creaky elevator that raises them to the zenith of a 700-ft tall ice barrier.
Once at the top, one can peer out into the desolate, unknown realm to the
north, just like Jon Snow.
“What we’re trying to do with all of this is trick your brain,” said Ian Cleary, VP of Innovation and Ideation at Relevent. “You’ve got visual
signals going to your brain, a 3D soundscape, and then the tactile elements
like wind and shaking. Your brain is getting three or four major inputs that
are telling you that you’re not in a concert hall in Austin, Texas.”
Actress Maisie Williams, known for portraying the spirited, sword-wielding Arya
Stark in “Game of Thrones,” visibly and audibly expressed terror due to the environment’s realism.
Music
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| Catch the Throne |
"Our multicultural audiences are a very important part
of our subscribers, and we don't want to take them for granted," said Lucinda Martinez, HBO's senior vice president for multicultural marketing.
The lyrical fire in songs like “King Slayer,” “Iron
Throne” and “Born to Rule” is certainly designed to burn away any terror of
starting a new TV show.
As the mixtape is free to stream, no debts will have to be paid to listen.
While the album wasn’t very well-received by critics, ConsequenceofSound.net
recognized it as a “20-minute commercial … [that] has a decent soundtrack.”
Author: Brian Cameron
Author: Brian Cameron
Follow @FYITV
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