Over the past three seasons, HBO’s “Game of Thrones” became the most popular scripted television show on the network. With the release of season four, HBO wanted to expand its audience and achieve even greater ratings success by targeting multicultural consumers.
HBO engaged LIQUID SOUL to assist in developing strategy and brand awareness to attract African-American consumers. We developed a targeted marketing campaign and mix-tape, titled “Catch the Throne”, in collaboration with HBO and other general market, digital, and cultural agencies. The campaign encouraged targeted consumers to catch up on prior episodes of the show on HBOGO, attracting them by using celebrity super-fans, events and the mix-tape of notable hip-hop artists such as COMMON, Wale, and BIG BOI. The result was record-breaking success with over 6.6 million viewers watching the premiere, representing an increase of 52 percent over the prior season.
SERVICES: Brand Strategy, Public Relations, Digital / Social / Mobile, Experiential Marketing, Influencer Engagement