Game of Thrones

INSIGHT

The merger between AT&T and Time Warner created an unparalleled ecosystem of content and technology while also providing amazing new opportunities to create differentiated customer experiences.

IDEA

To celebrate this merger, we partnered with HBO and Game of Thrones to create a suite of content, experiences and ultimately crowned a lucky AT&T customer the true ruler of Westeros by awarding them The Iron Throne.

Throughout the final season of the show, AT&T customers were able to take part in weekly social contests, were treated to exclusive behind the scenes content, and given access to experiential activations around the country.

Rather than merely picking up branded key art, we partnered with team at GoT to develop a signature “Fire and Ice” visual style that incorporated hints of the AT&T brand palette with imagery from the Game of Thrones universe.

The grand finale coincided with the reveal of the grand prize winner and true ruler of the seven kingdoms, Gail Janes of Richfield, MN. The campaign saw over 270,000 entrants with 47.8% of visitors completing the entry process. The program set new benchmarks for program awareness and engagement.

In addition, our Own the Throne campaign was written about in Variety, CNET, Yahoo Finance, PopSugar, Fortune, Geekwire and more.