Long reads

How Facebook, Instagram and Sky joined forces for Game of Thrones

Game of Thrones Sky AtlanticWhen Sky Atlantic secured the exclusive UK rights to premiere the fifth season of HBO’s Game of Thrones, it faced a unique challenge.

Typically, a broadcaster would want people to be talking about their content, full stop. With Game of Thrones, however, Sky Atlantic could depend on pretty much everybody talking about it already. What it had to try and ensure was that the Sky Atlantic brand was not lost amid the noise.

In order to achieve this aim, Sky turned to Facebook and Instagram, and together they developed a content-led social marketing campaign that led to record results.

At next week’s OTTtv World Summit, Chris Aylott (head of marketing, entertainment and news channels, Sky), Matt Ring (TV and broadband EMEA, Facebook) and Jen Louis Global (creative strategy, Facebook and Instagram) will be presenting a case study on how exactly they did it. Check out the video below and click here to register for the event.

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