The Game of Thrones Effect: How to Build an Awe-Inspiring Brand for Millennials
Introduction
To unravel the secrets of millennial-focused marketing brilliance, let’s delve into the profound lessons Game of Thrones imparts to marketers. Furthermore, if you’re searching for a captivating case study on crafting a comprehensive marketing strategy tailored to a specific generation, look no further than the legendary tale of Game of Thrones. Despite its fantastical realm filled with dragons and a sprawling cast of over 30 main characters, the show has managed to build an awe-inspiring brand that transcends imagination. So, prepare yourself to unravel the secrets of millennial-focused marketing brilliance as we delve into the profound lessons Game of Thrones imparts to marketers.
Corporate Social Responsibility
Unveiling the first lesson, we encounter the realm of Corporate Social Responsibility. In this era, consumers seek brands aligned with their values. Millennials, in particular, exhibit a keen inclination to research a company’s support for causes and the extent of its contributions. Game of Thrones astutely recognizes this shift. As demonstrated by its charitable endeavors, the show has proactively engaged in giving back to society.
The cast collaborated with British rock band Coldplay to create a musical parody supporting Red Nose Day, an organization dedicated to ending child poverty. Moreover, the show partnered with the American Red Cross, encouraging blood donations through an immersive experience at South by Southwest. By tying these endeavors back to the brand, Game of Thrones showcases its deep commitment to making a difference.
User Experience (UX)
Moving on to the next chapter, we unveil a valuable lesson in User Experience (UX). To inspire action and engagement, simplicity is key. Game of Thrones understood the importance of bridging knowledge gaps that could hinder viewership. Recognizing the challenges faced by casual fans in remembering all the nitty-gritty aspects across seasons, the show employed creative video content like “The Game of Thrones Beginner’s Guide.” This delightful and light-hearted exploration of the show’s complex universe catered to a wider audience. Moreover, the advent of cord-cutting compelled Game of Thrones to adapt and make itself easily accessible. Introducing a stand-alone streaming platform, HBO Now, and forging partnerships with streaming platforms like Hulu, the show ensured millennials could revel in its magnificence without barriers.
Social Media
Now, let’s turn our attention to the compelling realm of Social Media. Game of Thrones possesses a fan base so loyal and fervent that starting conversations becomes a breeze. The fans themselves become catalysts, spreading the word across various social media platforms. However, the show’s social media strategy extends beyond mere fandom. Through creative campaigns such as the memorable #RoastJoffrey initiative, the show invites fan participation and ignites fervent discussions. Reflecting on the immense responsibility of commemorating one of the greatest TV shows in history, the creators launched the #FortheThrone campaign. This campaign harnessed fans’ unwavering commitment to generating buzz for the new season while evoking nostalgia for the unforgettable moments of the past.
Authenticity
As we journey deeper into the brand saga, Authenticity emerges as a resounding theme. Game of Thrones radiates an aura of fitting in while standing out, appealing to diverse audiences while retaining its unique essence. HBO masterfully orchestrates unexpected collaborations with artists from various realms. The Rep the Realm clothing line and the Game of Thrones craft beer collection exemplify this distinct fusion of art and brand. Additionally, even a mixtape titled “Catch the Throne,” featuring rap legends like Snoop Dogg and Big Boi alongside renowned bands, manifests this unorthodox brand synergy. By embracing inclusivity and individuality, Game of Thrones strikes a resonant chord with millennials.
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Hemant Mishrra
About the author: Hemant is the Founder & CEO of branding and marketing firm ”Neeti Brand Accelerator” in Mumbai. He is a brand strategist and has worked with more than 150 brands during last two decades. He is also mentor and coach to SMEs and startups. You can visit the website www.www.neeti.biz. You can contact him at hemant@neeti.biz
