Integrated Marketing Communications Plan - Game of Thrones
6 likes4,179 views
The integrated marketing communications plan for HBO Canada's 'Game of Thrones' aims to increase viewership by 10% and enhance the brand's image through targeted advertising and interactive promotions. Key strategies include a scavenger hunt in Toronto, social media engagement, and an exhibition featuring props and cast members. The plan also outlines a budget and execution timeline for various promotional events and online marketing efforts.
Integrated Marketing Communications Plan - Game of Thrones
- 1. Integrated Marketing Communications Plan Martin Marketing Sara blumenstein, simon kentner, sophia maio, heather osbourne, graeme paterson, Alessandra Strati, Sarah Turner April 15, 2013
- 2. HBO Canada: Game of thrones HBO Canada: top quality boundary-pushing story and television Game of Thrones: enthralling visual epic adventure that captures your imagination • $3.79 billion in revenues from Canadian specialty, pay, pay-per-view, and video-on-demand • Canadians spend 28.5 hours per week watching television • HBO competes mainly with Showtime, AMC and Starz • Similar target market of males and females aged 18- 35 that are active over social media
- 3. Marketing Communication Objectives • Increase viewership; live, on DVR, OnDemand and pay downloads by 10% • Create and emphasize the image of Game of Thrones consistent with HBO’s brand positioning • Create buzz amongst existing fans and interact with them on digital channels • Increase overall brand awareness
- 4. Advertising Plan Communication Objective Portray Game of Thrones as an entertainment experience Central Theme Use imagery and taglines that provide clues to themes and storylines in the season Tone and Style Dark, mysterious and provocative
- 5. Sales Promotion plan Where are My Dragons Scavenger Hunt Objectives · Create and strengthen interest in the Game of Thrones brand · Increase interactivity and involvement with the brand · Create buzz and conversation online and offline for Game of Thrones Execution • Scavenger hunt through downtown Toronto • 3 dragons hidden in major areas • Fans are to take photos with the dragons and upload photos to Facebook Contest page • Draw will be done for a private screening of the season premiere, secondary prizes include box sets of Game of Thrones seasons 1-3
- 6. Online and Interactive Plan Objectives · Increase viewership on HBO Go service to 35% of current subscribers · Raise brand awareness among primary target market new viewers · Utilize social media platform to strengthen relationship with existing fans · Promote integrated marketing activities using online platforms Execution Banner Ads on EW.com
- 7. Event Marketing Plan Game of Thrones Exhibition March 9-16 at Design Exchange Props, members of cast, costumes from the series Immersive and Interactive experience for fans Dundas Square Promotional Event March 29th- 30th Game of Thrones paraphernalia handed out Game of Thrones inspired food Fan Expo August 21st and 22nd Large, multi-booth Game of Thrones exhibit Props, members of cast, costumes
- 10. Budget Per Event
- 15. Billboards Pre-Season and DVD Release
- 16. Thank You