Game of Thrones Season 2 Marketing Plan Building the Show’s Fan Base
Women
Untapped Market
& Yuppies
Cult Viewers
Current Fans
Season 1 Recap Audience Reception • season finale viewership: 3.041 million • biggest viewer demographic: adults 18-34 Awards • 13 Emmy nominations, two wins • 2 Gold Globe nominations DVD Sales • 350,000 copies sold in the first week International Penetration • Japan, Italy, New Zealand, South Africa, Canada, etc. • frequent pirating in countries where it’s not offered
Key Reasons for Season 1’s Success ► Leveraged Existing Fan Base from Novels: Building Hype • trend of successfully bringing books to the television screen (based on fantasy novels of George RR Martin) – fan base already an asset • casting rumors (heartthrob actors and actresses)
► Brand Storytelling: Deep Resonance with Fickle Audiences • the drama: cliffhangers and sociopolitical elements accommodate episodic television • sex, violence, intrigue – something for male/female, young/old viewers alike • deep and intricate plotlines – alluring to both the casual viewer and fanatic, readers and nonreaders of the novels • quotable dialogue • availability of episode recaps (i.e. Wikipedia)
► Cast, Crew & Set • memorable and real characters, fantastical creatures • renowned directors, producers, and writers • visually stimulating set-design Source: MediaFort (“Game of Thrones – How the product addresses the audience.”)
►
Embraced Cultural Trends
Fantasy as Mainstream
• passion for a shared interest fueled by Internet’s communal environment • part of cultural conversation • dominating the blogosphere
The “Mass Intelligent” Trend
• “…it’s increasingly acceptable to be a nerd”
Technology: Everyone’s Gone Mobile
• watching shows on iPad and other mobile electronics • well-designed and mobile entertainment platforms
Celebrity Influencers & Overlaps with Pop Culture
Source: Economist Group (“How Game of Thrones Embraced the Mass Intelligent”)
Season 2 Reach New Audience Segments Thanks to Season 1’s success, Game of Thrones has already built a strong cult presence – the next step, then, is to introduce new audience segments to its viewership.
Key Segments ► Women ► “Non-Nerds”
In “post-demographic consumerism”, consumers favor “brands that cater to universal (and complex) needs and wants, rather than constructed (and limited) identities.” - Trendwatching.com
► Women Changes in TV Show Tastes What They’re Losing Interest In
• girly dramas and “pink” branding • superficiality
What They Looking For • • • • •
great writing powerful female leads male heartthrobs emotional appeal – humor, drama, suspense intellectual appeal – rich storylines, moral questions, value considerations, a message
► “Non-Nerds” – “YUMmies” The New and Unashamed ‘Metrosexual’
Young – under 30 Urban • obsessed with grooming, style, health, appearance • affluent and driven by social trends • technologically connected and mobile • single, with freed-up income
Male Source: NYMagazine (“Are You a Yummy?”)
Attributes Overlap with Game of Thrones’ Brand Equity
WOMEN
2 Segments, 1 Approach YUPPIES Technology Use and Trend Susceptibility Promises Regular Show Viewership
How to Reach Both Segments at Once Transforming the Target Audience Disinterested Consumer
Casual Viewer
Avid Fan
As each episode alone already leverages the show’s overall strong brand equity – its rich plot and well-developed characters, for instance – the greatest challenge is overcoming the Season 1 recapping a new viewer will have to go through before watching and understanding Season 2.
Injecting Trend Wisdom into the 4 Ps PRODUCT: App • over 2013, half of Internet time shifted from computers to mobile technologies • entertainment as key category - growth of video streaming
PRICE: free download June 2010
17%
June 2013
12% 39%
83%
49%
Source: IAB Digital Usage Trend Report 2013
PLACE: mobile “The era of preprogrammed entertainment contained in a physical object […] is ending with the arrival of seemingly endless quantities of entertainment in the cloud via a variety of streaming devices.” - Kilroy Hughes (“The Future of Cloud-Based Entertainment”)
PROMOTION: • exclusivity: VIP passes and member-only access • engage with augmented realities “Exclusivity — as in an exclusive invitation or exclusive content — is a great marketing tool to give value to loyal clients. It’s what underpins the limited series concept. […] Making content exclusive will mean baking in the core values of the brand […] This is certainly why the brands with great stories to tell have an advantage.” - The Myndset (“The Power of Exclusivity and Good Content”)
Game of Thrones Recap App ► Welcome to the Game of Thrones World •
well-designed interface and easy navigation
•
quick as well as in-depth Season 1 recaps and explanations
•
behind-the-scenes interviews and other commentaries
► Join the Conversation
•
interact with other new viewers and/or older fans • ask questions to actual cast/crew members
► Express Your Newfound Obsession •
previous and new product tie-ins: shop for show paraphernalia
WITH APP DOWNLOAD:
FREE ACCESS TO HBOGO TO WATCH SEASON 1 IN ITS ENTIRETY VIP PASSES - LUCKY FEW WILL BE SELECTED TO ATTEND SEASON 2 PREMIERE Proposed Solution
A Holistic Consumer-Centric Approach Give Them… …What They Want ► ► ► ►
exclusivity engagement with others convenience (i.e. show recaps) one Platform
…At a Price They Can Afford
…Where They Already Are ► ► ► ►
FREE
mobile technology Internet social media / blogs global
Translate into Profits… increased viewership, HBOGo subscriptions, revenue from existing / new product tie-ins
pillows, linens, bed and housewares
food & drink products
apparel & fashion
figurines, games & other fan paraphernalia