To boost viewership of Game of Thrones seasons 1–7 on Showmax before season 8’s launch, a social media campaign called “The Night’s Watch” was created. Fans joined using #JoinTheNightsWatch, with influencer support, personalized schedules, and engaging content like memes and polls.

 

The campaign led to a 281% increase in views of earlier seasons, Showmax becoming closely associated with Game of Thrones on Google, and the app trending #1 on the Apple App Store.

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Agency: Showmax In-House