After a much-anticipated wait Game of Thrones is back with its final season, which will be its biggest, boldest and most brutal season to date. Boasting over 17 million viewers for its first episode, Game of Thrones has taken the world by storm, simultaneously bringing people together to watch this winding and ever-changing fantasy world and dividing opinions as to who will get killed off and sit on the Iron Throne. In any event, people are hooked to the show and because of this, brands are wanting to capitalise on this pop culture sensation. Whilst it may not be full of product placement – putting aside the Ikea rugs that many of the cast wear– we take a look some of the ingenious marketing campaigns that creatively celebrate the show and its rich world we have all come to know and love.
Oreo
Game of Thrones title sequence is famed for its marvellous animation of the geographical landscape that the world is set in and a thundering theme tune that will make anyone burst out into song (loud hums) as soon as the show starts. This iconic opening was reimaged by Oreo who used their delicious biscuits to recreate the original opening’s clockwork-like motion.
This was to promote a series of four limited-edition Oreo packs, each with a unique design referencing one of the many houses seen in the show. Oreo motivated people to vote for their allegiances (House Stark, The Night King, House Targaryen, House Lannister) via the brands website and social media pages to those who got involved, by offering a “special treat” for participating. It’s safe to say that many people will have an Iron’s bank worth of snacks to eat through these movie length episodes, just like Oreo said, ‘Cookies are Coming’.
Diageo
In a similar vein to Oreo and one Tyrion would no doubt appreciate, Diageo is one of many spirits companies to have released a limited-edition range of single malt whiskies to celebrate the last season. Focusing on Westeros, the collection matches a whiskey to a specific house from the region in the show, even going so far as to choose taste profiles and brewing locations that suitably match the characteristics and legacies of the Houses. For example, the Cardhu Gold Reserve is in recognition towards the fiery demeanour of Daenerys Targaryen.
Diageo’s number 1 selling whisky Johnnie Walker couldn’t resist renaming their well-known Jonnie Walker whiskey to White Walker and with an added nod to the show they made it to be served straight from the freezer. A drink that will definitely get you through the long night. An obvious and well executed concept that seamlessly merges both the brand and the show due to product relevance and target audiences, creating a real buzz that benefits both parties and leads to an increase in sales and awareness for the show.
Sky UK and Volvo
Sky Atlantic channels sponsor teamed up with Volvo and brought the Iron Throne to members of the public around the UK. With there being seven kingdoms in Game of Thrones it was only natural that the tour went around seven cities nationwide, giving fans a chance to sit on the heavily fought after Iron Throne and encourage them to take a picture and raise as much awareness as possible.
Sky Atlantic also partnered with the British Army and had the Coldstream Guards Band at the Tower of London perform the Game of Thrones main theme. They were supported by a “cheer”-leading band of The Nights Watch who surprised and delighted fans with a Game of Thrones inspired military display when they were waiting for a traditional Changing of Guard Duty. This fantastic spectacle took two months of planning and organisation to execute and fully entertained the public.
Urban Decay
HBO knows with this being the final season for Game of Thrones as well as the inevitable deaths that will occur, there will be floods of tears from fans whose make-up will run faster than you can say “Dracarys”. With the show having strong female characters and appealing equally to both male and female audiences alike, it was no surprise that make-up brand Urban Decay wanted a piece of the seven kingdoms, creating a Game of Thrones inspired cosmetics kit. Their licence deal includes an eye shadow set that features a pop-up Iron Throne, brushes in the shape of Arya’s and Jon Snow’s swords and colour palettes like “White Walker”, “Dragons Smoke” and “Lannister Gold”.
With only 4 episodes left of the final season fans will be at the edge of their seats eagerly awaiting to see who lives and who dies. The wide love of the show is evident in the many brand partnerships that have come on board, increasing with every season. Whilst the end of the series may create a void in many fans lives, with rumours of a prequel in the works co-written by Kick Ass and Kingsman alumni Jane Goldman, fans or brands won’t have to wait long for their next fix of winter/emotional turmoil.