Campfire worked with HBO to raise awareness for it’s new show "Game of Thrones", an adaptation of George RR Martin’s epic fantasy novels. To do this, Campfire brought the world of Westeros to life through a series of interactive experiences based around the 5 senses.
The novels already had a passionate and connected fan base, so the strategy was to activate those fans and have them broadcast their excitement to a wider audience. The campaign managed to atract a large audience to the show, which where then surprised by the many unexpected storytelling twists and turns ultimately leading to that audience reading the books.
There was a time when pretty much everyone I knew was reading the many thousands of pages that are the novels and all conversations began with a review of progress to ensure no spoilers were shared accidentally.
The second season begins on April 1, and looks to be equally enthralling.