Friday, April 17, 2015

Integrated Marketing Communications Plan - Game of Thrones

Integrated Marketing Communications Plan - Game of Thrones


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



Transcript

  • 1. Integrated Marketing Communications Plan Martin MarketingSara 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 CommunicationObjectives• Increase viewership; live, on DVR,OnDemand and pay downloads by10%• Create and emphasize the image ofGame of Thrones consistent withHBO’s brand positioning• Create buzz amongst existing fansand interact with them on digitalchannels• Increase overall brand awareness
  • 4. AdvertisingPlanCommunication ObjectivePortray Game of Thrones as anentertainment experienceCentral ThemeUse imagery and taglines that provideclues to themes and storylines in theseasonTone and StyleDark, mysterious and provocative
  • 5. Sales Promotion planWhere are My Dragons Scavenger HuntObjectives· 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 ThronesExecution• Scavenger hunt through downtown Toronto• 3 dragons hidden in major areas• Fans are to take photos with the dragonsand upload photos to FacebookContest page• Draw will be done for a privatescreening of the season premiere,secondary prizes include box sets ofGame of Thrones seasons 1-3
  • 6. Online and Interactive PlanObjectives· 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 platformsExecutionBanner 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. SAMPLEPROMOTIONAL MATERIAL
  • 12. Sales Promotion Posters
  • 13. Online Banner Advertisement
  • 14. Interactive Billboard
  • 15. BillboardsPre-Season and DVD Release
  • 16. Thank You

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