Brand Partnerships…. For the Throne
While social media had a good laugh about the coffee
cup goof-up in the latest episode of game of thrones, few are aware that
Starbucks received publicity worth more than 2 billion dollars without
investing a single penny. This coffee giant sure lucked out, because the cup
that started it all wasn’t even a Starbucks cup to begin with, it simply looked
like one. Thanks to people’s perceptions and the memes on social media,
Starbucks received more than 10000 mentions on the internet, TV and radio,
which would have otherwise cost a staggering amount of money. This got us
thinking about the brands that are in paid partnership with this TV show, and
what strategies they have employed to promote Game of Thrones while bringing in
the big bucks for themselves. A few of the most innovative and buzzworthy brand
partnerships are listed below:
Shake shack: This popular burger chain
launched two new items, a spicy Dracarys Burger and a Dragon Glass shake. These
items are available in the Madison Square Park Shake Shack in NYC. To be able
to order these items, you need to speak Valyrian, a fictional language spoken
by the characters of Game of Thrones. In case you are dying to try the burger,
but you are not confident about your Valyrian grammar, they have a guide ready
for you. Way to increase engagement and revenue, Shake Shack!
Oreo: This cookie brand, which is a
household name, released a limited-edition pack of Game of
Thrones-themed cookies, embossed to represent the four Great Houses of Westeros
and the White Walkers. They did the entire theme video of Game of Thrones, but
with Oreo cookies. This video went on to become a massive hit on YouTube and
proved that all you need is a great idea to get great publicity.
Urban Decay: This makeup brand is not new
to the industry thanks to its much raved about products. However, they revamped
their brand presence completely with their launch of new the Game of Thrones
range. Their eyeshadow set with a pop-up iron throne and shade names like
“Lannister Red,” “Winter is Here” and “White Walker.”, are a collector’s item.
A highlighting palette called “Queen of Dragons” has been embossed with the
shape of dragon eggs; while lip/cheek stain, eyeliner, lipstick and make-up
brushes have been made to look like Jon Snow’s Longclaw sword and Arya Stark’s
Needle sword. For all the Game of Thornes geeks who also happen to be makeup
enthusiasts, this is a dream come true. We totally see this campaign taking
Urban Decay’s revenues to a whole another level.
American Red
Cross: In our
opinion, this was the most impactful brand partnership of all. The American Red
Cross held an experiential marketing campaign that reinforced the “bleed for
the throne” theme for a good cause. Guests were invited into a large, decorated
space, where they experienced next level recreations of the key moments from
the show using audio, visual and physical interactions from the point of view
of the lead characters. There was also a campaign outside where they could
donate blood for the Red Cross.
While some of these brand partnerships translated into
huge publicity, some made great revenue and yet others like the Red Cross made
great impact, all while generating hype for the final season of the mammoth TV
show. It is always fascinating to observe these trends, and we hope you had as
much fun reading about these as we had while putting together this list for
you!
Post a Comment