'Game of Thrones' TV Series: HBO’s Integrated Marketing Strategy

Case Code: MKTG363 Case Length: 17 Pages Period: 2011-2016 Pub Date: 2017 Teaching Note: Available

Price: Rs.500 Organization: Home Box Office, Inc. (HBO) Industry: Media and Entertainment Countries: US Themes: Integrated Marketing, Marketing Communications, Digital Marketing

Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

This case is about the integrated marketing strategy adopted by HBO for its hit TV drama series Game of Thrones (GoT), which went on to develop a cult-like following. In order to promote the show, HBO developed a multi-channel marketing plan which focused on finding innovative ways to keep its consumers engaged at each step of the experience, from generating awareness before the show launched, to maintaining high levels of engagement, and finally, cultivating consumers. HBO extensively promoted its show through social media, print, television, online communities and outdoor promotions. Although the drama series attracted criticism for its display of extreme violence and nudity, it managed to create a huge fan base across the world due to its spectacular storyline and brilliant execution and its excellent marketing strategy. A mix of smart marketing campaigns and a consumer-generated internet buzz sustained interest levels among the audience from season to season. However, some experts felt that TV networks resorting to alternative media and gimmicks was not without its downside as it called into question the credibility of the TV medium itself. Going forward, one of the challenges for HBO would be to hold the interest of the audience and to engage them even in the forthcoming seasons of the series and beyond.

Issues

The case is structured to achieve the following teaching objectives:

• Understand the integrated marketing campaign adopted by HBO for its TV drama series ‘Game of Thrones’
• Understand the impact of technological advancements and change in consumer behavior with regard to the TV broadcasting and entertainment industry in the US
• Understand the role of digital media in marketing communications
• Understand the issues and challenges involved in promoting a TV drama series in digital media

Contents

Introduction
Background Note
Game of Thrones
An Integrated Marketing Strategy
Digital Marketing
Print
Social Media Campaigns
Outdoor Stunts
Other Strategies
Results
The Road Ahead
Exhibits

Keywords

Integrated Marketing Strategy; Social Media Marketing; Content Marketing; Multi-channel Marketing; Digital marketing; Marketing communications; Game of Thrones; HBO

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