Game of Thrones fans set to #changethethrone in SKY’s campaign to promote season 5 via DDB NZ
In anticipation of the launch of the fifth season of the cult HBO TV series Game of Thrones, SoHo, SKY’s premium entertainment channel, is offering Kiwis the chance to pledge their allegiance to the Iron Throne of Westeros in a new campaign via DDB NZ.
Game of Thrones fans can now scorn scones and corgis and make their voices heard by signing a petition in favour of a Westeros Kingdom reign over the current Windsor castle rule. Kiwis can pledge their allegiance at changethethrone.co.nz or in person at the movement ‘hub’ in Aotea Square, Auckland. If enough names are pledged to the Iron Throne, the fans’ calls will be demanded to be heard.
A live update of those who have pledged takes the form of a giant scroll in Aotea Square exhibiting the names. Once fans have made the pledge, they are able to sit on a two metre replica of the Iron Throne to feel its power and glory and have a photo captured to share on social media.
Says Mike Watson, director of marketing, SKY: “Game of Thrones fans are such diehard supporters, so it’s highly likely they’ll jump at the chance to swap out the monarchy for one that rules with a sword, punishes with a sword and even parties with a sword.
“So if you’ve always fancied the idea of riding a dragon to work, here’s your chance to sign up now.”
Says Damon Stapleton, chief creative officer, DDB NZ: “We’re really proud to be a part of what is essentially the most iconic show in the world. We wanted an idea for a campaign that would create the same kind of participation and loyalty as the show itself. What’s a bigger question than asking Kiwis which royal family they’d prefer to rule New Zealand?”
Fans are able to follow the conversation using the hashtag #changethethrone on social media and stay updated on the campaign progress at changethethrone.co.nz, and monitor the progress as provenances throughout the land one by one favour a Westeros rule and, for example, Auckland becomes ‘Aucklantis’.
SKY
Director of Marketing: Mike Watson
Product Marketing Manager: Lara Christie
Marketing Manager: Kate Whittle
DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Chris Schofield
Digital Creative Director: Hayden Kerr
Copywriter: Rory McKechnie
Art Director: Nicole Sykes
Production Manager: Julz Lane
Digital Designer: Jason Vertongen
Digital Producer: Liz Knox
Developers: Braden Wikohika, Cameron Crosby
Group Account Director: James Blair
Senior Account Manager: Katya Urlwin
Retoucher: Gordon Moir
Designer: Paul Edwards
Production Design: Bootleg
Sound Design: Liquid Studios SKY
Director of Marketing: Mike Watson
Product Marketing Manager: Lara Christie
Marketing Manager: Kate Whittle
DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Chris Schofield
Digital Creative Director: Hayden Kerr
Copywriter: Rory McKechnie
Art Director: Nicole Sykes
Production Manager: Julz Lane
Digital Designer: Jason Vertongen
Digital Producer: Liz Knox
Developers: Braden Wikohika, Cameron Crosby
Group Account Director: James Blair
Senior Account Manager: Katya Urlwin
Retoucher: Gordon Moir
Designer: Paul Edwards
Production Design: Bootleg
Sound Design: Liquid Studios
4 Comments
Obviously ‘bring down the king’ was going to be a hard act to follow, but this feels like the same but weaker. Obviously, it’ll get loads of buzz but I wonder what it will actually do for Sky as a brand, or viewership of GOT. Will anyone watch the show after this who wouldn’t have already been glued to the TV next Monday?
Photos of fans on the iron throne was done at SXSW last year.
“Hey guys, I have a great idea to get us an Iron Throne for the agency…”
You wrote that last year.