HBO wanted to launch a social media campaign that would generate excitement, awareness, and conversations leading up to the Season 3 premiere of Game of Thrones. Specifically, they wanted to reward loyal fans with something that would bring them closer to the show and drive new audiences to tune in globally. HBO partnered with Definition 6 to create "Join the Realm," an innovative new fan experience with a personalized twist. The app enabled fans to design their own coat of arms and customize it using a palette of colors, designs, words, and icons. Built to be accessible from any device, Join the Realm integrated with Facebook, Twitter, Pinterest, Google+, Tumblr, and Flickr, and was available in 24 different languages.
Definition 6 launched the campaign on GOT's social channels a week prior to the premiere. The results exceeded HBO's expectations, even for this particularly active and engaged fan base, as #jointherealm trended like wildfire across social media.
During the initial launch campaign, over 750,000 sigils were created by 1.2 million visitors in 200 countries. Visitors spent an average of 10 minutes creating their sigil and close to one-third were shared on social media. The Game of Thrones Facebook page saw over 500,000 new “likes” during the launch campaign and the season premiere viewership was up over 13% from season 2.
Increase in Premiere Viewership
New Facebook Page Likes