When Game of Thrones began airing on HBO back in 2011, it wasn’t the fantasy drama series it is today. It started out with a respectable number of viewers but didn’t have the glowing reviews or amazing ratings…yet. But now in 2019, as we head into the 8th and final season, social media marketing gives this most awarded series in Emmy history the ability to win even more fans.
A loyal fan base didn’t miss any of the 67 previous episodes and binge watched wherever they could stream to keep up with the intertwined plots. For any viewer not familiar with the George R.R. Martin’s books, the A Song of Ice and Fire novels that form the basis of GoT, the intrigue comes from the fact that any character could die at any moment.
The Red Wedding episode in the Season 3 Finale marked the turning point for the series, transforming it from a beloved cult show designed for diehard fantasy fans into a detailed production that mesmerized a broader audience. Fans took to social media to discuss their predictions of upcoming plot twists.
The show’s popularity grew exponentially to an average of over 32 million viewers per episode. Even as we head into the final season, consistent marketing efforts continue to hold new and loyal viewers spellbound. Product tie-ins reign victorious in the never-ending quest to reach new fans while retaining early viewers.
“HBO is really careful with the licensing, and not sticker-slapping or putting a ‘Game of Thrones’ logo on every style of T-shirt,” explains Melissa DiBartolo, editor-in-chief of The Pop Insider.
The Medieval adult-only themes of the GoT plots are reflected in the licensing of products aimed to satisfy discerning adult tastes. Products go beyond the tame sensibilities of “The Lord of the Rings”, with HBO determined to cater to the edgy tastes of their fan base.
Well-crafted alliances forged by HBO, and its parent company, WarnerMedia, are designed to profit off the hit series now and well into the future.
Read examples of how today’s fans can live the lifestyle of Game of Thrones culture:
1. The characters transform easily into product licensing while fans identify themselves with particular Houses. From nobles to warriors, characters dress to impress. The 18-piece line of chic Game of Throne handbags and accessories, designed by Danielle Nicole. Pouches, backpacks, wristlets, coin purses, and crossbody bags are emblazoned with details heralding The Kingsroad: silvery faux fur for the Stark backpack and metallic gold appliqué for the Lannister Wristlet Pouch.
2. Chic looks are fit for a queen when the GoT Urban Decay limited edition cosmetic collections hit the market on April 14th, the premier date for the final season. Shades are inspired by women of Westeros and across the Seven Kingdoms. With the Mother of Dragons Highlight Palette (modeled by stars Maisie Williams and Nathalie Emmanuel at a Radio City Hall premiere), any woman can look like a power player.
3. It’s the fast and furious that inspired the Adidas limited-edition Ultraboost sneakers, sold only through the Adidas Store and HBO Shop. They feature sigils on the tongue, mottos on the heel, and GoT color themes echoing the color themes of each creature or family depicted in the series.
4. Even luxury menswear entered into the act, with the John Varvatos brand’s launch of an 11-piece collection that includes a Winterfell leather jacket valued at over $2000, bearing an image of the Iron Throne on the inside of the jacket. Exclusive t-shirts, priced at nearly $100 a piece, come in choices that display the family houses and the Iron Throne.
5. Adult beverages abound in GoT licensing. As people gather for watch parties and to toast the end of the run of GoT, several spirits are designed to complement the show. Ommegang Brewery beer released 14 official Game of Thrones beers since 2015, and they’ve created a new one just in time for the finale, brewed with champagne yeast. Beer is perfect for both common folk and knights, but for those that love the characters of Tyrion and Cersei that always appear holding a glass of wine, only special wine releases will do. A choice assortment of fruits of the vineyard are available only in the Game of Thrones wine shop.
6. If spirits inspire you, Diageo’s limited collection of eight single malt Scotch whiskies are each paired with the GoT’s Great Houses. And for a most amazing collector’s item, White Walker by Johnnie Walker has a special “Winter is Here” message etched in thermochromic ink that magically appears when the bottle is frozen. The Johnny Walker site also lists Game of Throne themed recipes created by Miami spiritmaster Gabe Orta.
7. Hungry? Actor Ben Hawkey, who played the character Hot Pie, offers up baked bread shaped like direwolves…for real, and for sale. These whole-wheat cornbreads, seasoned with orange zest and served with dollops of butter, are only available for shipping in the UK. These limited delights will be in stock again, just in time for the final episodes.
Licensing doesn’t stop with products. Fans stepped into the world of GoT with the Bleed for the Throne war camp experience at this year’s South by Southwest. They actually bled by donating blood to the American Red Cross.
Let’s use this brief case history of the Game of Thrones series and their licensing efforts to step up your company’s marketing prowess.
How can you get in on the social media marketing hype of Game of Thrones?
1. Get your company in on the conversation with hashtags. Download the Moore Than SEO #Hashtag Guide for free. Fans looking for Game of Throne conversations will find yours with strategically placed #GameofThrones hashtags. Hashtag your favorite characters and plotlines, too, for more specific conversations.
2. Enter the arena with a product or service that that could go viral with Game of Throne fans. Your products don’t need to be licensed by HBO to attract fans—Spread the word where fans roam about your themed offerings: an upcoming GoT dinner menu item named for a character, butcher service items named after wars between Houses, A Red Wedding Cake for themed parties, or paint and sip parties where participants paint GoT Medieval artwork. Spread the word to your local loyal customers, and entice them to introduce fans of the series to your special, limited GoT offerings.
3. Learn lessons from the master HBO marketers. Spread the word on a combination of media platforms to inform and entertain your audience about your products and services. Video marketing is hot: learn how to add video to your marketing mix. Don’t just upload your latest videos to YouTube—Post them to your blog and natively on all social media avenues where your customers roam.
4. Follow HBO’s lead and zero in your marketing efforts to the correct demographics. You won’t see toy action figures licensed by HBO, unless they are upscale collectibles not meant for children’s playtime. HBO knows the GoT audience is composed of discerning adults that don’t wilt in the face of violence and intrigue. Are you marketing to your target customers, or are you wasting time trying to reach a vast general audience that may not be interested in your offerings?
To connect with your niche customers, start with a SWOT Assessment, read our Beginner’s Guide to Competitive Intelligence, and target to your prospects. Integrate your marketing message both online and offline for colossal results: take your products on the road with tradeshow marketing. Think outside the box to draw interest to your brand. For more ideas to get you to the Iron Throne by annihilating your competition, contact the strategic marketing and SEO experts here at Moore Than SEO. Call 559-978-4096.
