Brands cashing the end of an era of Game Of Thrones

The final season of television network HBO’s Game of Thrones (GoT) is turning into a a gold mine for marketers.

While HBO ran its own scavenger hunt, hiding six thrones across the globe, Mondelez’s Oreo (biscuits) has launched a 50-second advertising spot to recreate the show’s title sequence, promoting the brand’s special-edition saga-themed cookies.

Social media has also been used to keep viewers enthralled. A Twitter and Facebook promotion by Oreo allows fans to pledge their loyalty to House Lannister, House Targaryen, House Stark or The Night King, the royal houses featured in the series.

Shoe major Adidas has created limited edition ‘Ultra Boost’ sneakers, whose designs are based on the royal houses.

Apart from brands, even a dating app has jumped onto the bandwagon. OkCupid, which uses a machine learning-based algorithm to connect people, has launched a global GoT badge.

The profile badge lets users spot, match with, and message other GoT fans. The badge is expected to further help users match based on their preferences. The profile badge will be available to everyone on OkCupid through June, when the series finale airs.

Melissa Hobley, Chief Marketing Officer, OkCupid, said the aim was to get users to connect beyond superficial sharing of location or selfies.

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