HBO NOW + Game of Thrones

Game of Thrones played a significant role in the growth of HBO NOW so as we approached Season 6, we designed a multi-phased, cross-functional campaign that successfully drove subscriber acquisition, reconnects, and engagement weeks before, during and after the premiere.

Phase 1 of the campaign was rooted in historical data that demonstrated a significantly lift in subscribers and viewers when fans are engaged weeks before the show premier. We gave Game of Thrones fans and newbies a challenge named #GoT50. They had 50 days to watch all 500 episodes of Games of Thrones.

We leveraged a combination of the in-product experience, data-driven marketing, and the series of social initiatives to reach our goals. Within week 1, we increased Game of Thrones content plays by 44% and the season premiere viewership exceeded previous years.

Subscriber Strategy I Creative Strategy I Omni-Channel Marketing I Social & Influencer I Paid Media I Cross-functional Leadership