For the past six seasons of Game of Thrones, we’ve been told that “Winter Is Coming”. On the Summer Solstice, June 21, HBO confirmed the long-predicted theory and declared that Winter Is Here in Season 7, with a clever “winterizing” blitz of activations across social, digital and broadcast. With over a year since the last episode of Game of Thrones had aired, HBO worked with 360i to conceive an activation that would disrupt fans in a summer mindset and remind them that #WinterIsHere and Season 7 is only a few weeks away.
HBO kicked off the Summer Solstice with a new, winter-themed trailer for Season 7, announcing #WinterIsHere. As soon as the trailer dropped, Game of Thrones activated a Twitter Emoji Engine, that gave fans the chance to unlock all 12 Season 7 character posters through use of clever combinations of #WinterIsHere + [an emoji] tweeted @GameOfThrones. This marks the first time the tool has been used to release key marketing materials of this stature.
From the innovative Season 7 date reveal on Facebook Live, to breaking records with the total views on the first trailer, HBO has continued to create a promotional campaign that is as epic and memorable as the show itself.
Don’t forget to tune-in to Game of Thrones Season 7 premiering Sunday, July 16 on HBO.
Read more about the #WinterIsHere campaign in Mashable.