An Integrated Marketing Communications Plan for Game of Thrones in the Greater Toronto Area. Created as part of a Marketing Management course project.

1. Integrated Marketing
Communications Plan
Martin Marketing
Sara blumenstein, simon kentner, sophia maio, heather osbourne, graeme
paterson, Alessandra Strati, Sarah Turner
April 15, 2013

2. HBO Canada: Game of thrones
HBO Canada: top quality boundary-pushing story and
television
Game of Thrones: enthralling visual epic adventure that
captures your imagination
• $3.79 billion in revenues from Canadian specialty,
pay, pay-per-view, and video-on-demand
• Canadians spend 28.5 hours per week watching
television
• HBO competes mainly with Showtime, AMC and Starz
• Similar target market of males and females aged 18-
35 that are active over social media

3. Marketing Communication
Objectives
• Increase viewership; live, on DVR,
OnDemand and pay downloads by
10%
• Create and emphasize the image of
Game of Thrones consistent with
HBO’s brand positioning
• Create buzz amongst existing fans
and interact with them on digital
channels
• Increase overall brand awareness

4. Advertising
Plan
Communication Objective
Portray Game of Thrones as an
entertainment experience
Central Theme
Use imagery and taglines that provide
clues to themes and storylines in the
season
Tone and Style
Dark, mysterious and provocative

5. Sales Promotion plan
Where are My Dragons Scavenger Hunt
Objectives
· Create and strengthen interest in the Game of Thrones brand
· Increase interactivity and involvement with the brand
· Create buzz and conversation online and offline for Game of Thrones
Execution
• Scavenger hunt through downtown Toronto
• 3 dragons hidden in major areas
• Fans are to take photos with the dragons
and upload photos to Facebook
Contest page
• Draw will be done for a private
screening of the season premiere,
secondary prizes include box sets of
Game of Thrones seasons 1-3

6. Online and Interactive Plan
Objectives
· Increase viewership on HBO Go service to 35% of current subscribers
· Raise brand awareness among primary target market new viewers
· Utilize social media platform to strengthen relationship with existing fans
· Promote integrated marketing activities using online platforms
Execution
Banner Ads on EW.com

7. Event Marketing Plan
Game of Thrones Exhibition
March 9-16 at Design Exchange
Props, members of cast, costumes from the series
Immersive and Interactive experience for fans
Dundas Square Promotional Event
March 29th- 30th
Game of Thrones paraphernalia handed out
Game of Thrones inspired food
Fan Expo
August 21st and 22nd
Large, multi-booth Game of Thrones exhibit
Props, members of cast, costumes

8. Media Blocking Chart

9. Budget Breakdown

10. Budget Per Event

11. SAMPLE
PROMOTIONAL
MATERIAL

12. Sales Promotion Posters

13. Online Banner Advertisement

14. Interactive Billboard

15. Billboards
Pre-Season and DVD Release

16. Thank You