Our brief was to boost viewership of Game of Thrones seasons 1 to 7 on South Africa's premier VOD service, Showmax in the build-up to the highly-anticipated launch of season 8.

 

To do this, we launched a social media campaign to encourage the binge and own

conversations around Game of Thrones in SA. Introducing “The Night’s Watch”: a community of bingers committed to watching all 7 seasons of the show in preparation for season 8. Anyone could join by using #JoinTheNightsWatch.

 

We kicked off with an online video that gave new meaning to the iconic Night’s Watch Oath. We got key influencers to join the movement and monitored social discussions - designing personalised Night’s Watch schedules to help motivate fans. 

 

From memes and pre-rolls to Instastories and polls, we continuously shared engaging content with our audience. We even provided viewers with show-inspired excuses to stay home and join The Watch.

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The results were a huge success for the Showmax brand.

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• During the campaign period, views of GOT seasons 1-7 grew by 281%

• Showmax became synonymous with Game of Thrones on Google search

• The Showmax app trended at #1 on the Apple App store during the campaign