Advertiser: HBO LATIN AMERICA
Agency: WIKOT
Category: Publications & Media
General Manger: Jesus Cedeno (Wikot Miami)
Director/Digital Platform: Juan Pedro Di Polo (Wikot Miami)
Creative Director: Leonardo Moleiro (Wikot Miami)
Interactive Developer: Daniel Lares (Nova Tecnologica)
Art Director: Juan Montbrum (Wikot Miami)
Reporting: Manuel Contreras (Wikot Miami)
Account Manager: Valentina Mejia (Wikot Miami)
Effectiveness
HBO considered this campaign a great success for the following reasons: for the first time, data was collected regarding affiliate marketing kits and interaction. Previously, direct marketing through physical kits had been expensive and normally received a response of only 5%.With our approach, HBO:Reached 362 individuals in 26 countries with virtually zero distribution cost. Reaching an engagement rate of 90.5%.Achieved more that 800 unique visitors to the site. Meaning people shared the video and the experience beyond the main purpose of downloading marketing material.Achieved 2,300 page views and user downloaded 186 files, obtained useful data on what pieces of marketing material were being downloaded and by whom.
Strategy
The communication effort was intended for 400 of HBO’s distributors, such as DirecTV, with the objectives to educate them about Game of Throne, create excitement about promoting the 3rd season, and provide a web-based platform for the distribution of marketing material.The target was comprised of marketing directors in cable and DTH system; NOT all are fans of the series but have the power to promote it to their subscribers. Our agency understood that the key to creating excitement about promoting Game of Thrones, the target had to have a complete understanding of the series. Thus, in each part of the communication we incorporated elements of the kingdom settings to fully immerse the target into series. In order to further appeal to the target, we added a strong element of personalization.
Execution
In integrating the elements of the show, our team initiated the communication with the physical delivery of a cutout raven that contained a unique code for each person. The raven invited them to visit folowtheraven.net where they would be view a trailer of series completely personalized with their name and location. The script was carefully written to educate the viewer of the series and referenced the viewer as the king or queen of their own kingdom. Thus, for the following 2 minutes, John would become the king at work. HBO as a brand would acknowledge their power and praise them, like an actual king.The campaign included: Direct marketing in the form of a personalized ravens as an attention-getter. The landing page allowed the target to watch the personalized video and to download all available marketing material. Lastly, the ability to share it through social media created an incentive for the target to increase the campaign reach.