CASE STUDY:

GAME OF THRONES MIXTAPE VOL II







TASK

Create a follow up to Game of Thrones the Mixtape Vol I that continues to increase the multicultural viewership of Game of Thrones.

ANSWER

  • Create Game of Thrones the Mixtape Volume II to generate excitement for the upcoming seasons that can be built upon.
  • Use music as the pathway to connect multicultural millennials to the series.
  • Leverage GOT events and influencers to promote the mixtape and amplify messaging.
  • Explore strategic partnerships with fans of the following genres in order to build cross-promotional awareness: Hip-hop, R&B, Reggae, Reggaton, and Heavy Metal.
  • Artists include: Snoop Dogg, Anthrax,, Raquel Sofia, Mastodon, Stalley, Yandel, Killswitch, Estelle, B.o.B, MNDR, Talib Kweli, Kap G, Mushroom Head, Melani Fiona, Method Man, and TY Dolla Sign.

RESULTS

  • Over 1.5 MM streams to date
  • Over 100K downloads to date
  • Social media reach: 100MM impressions
  • 136MM earned media impressions
  • 40 % increase in use of campaign hashtag