Spectacular fan reactions to the wildly popular Game of Thrones drama, now in its seventh series, are being captured and shared moments later in a new UGC powered digital OOH campaign from Sky Atlantic. The campaign taps into the buzz and excitement of the show’s phenomenal online and social engagement across Twitter, Facebook and Instagram, and publishes the best UGC fan-reactions in a nationwide dynamic digital billboard push on the 1st, 22nd, and 29th August 2017.
The digital OOH campaign consists of 3 bursts of activity following pivotal story-plot moments in the hit fantasy drama, during episodes 3, 6 and 7. Produced by Grand Visual, the creative features the best fan reactions shared via the hashtags #GoTS7, #GameofThrones and #WinterIsHere, in the form of tweets, images, and Boomerang videos.
The UGC content is collated, moderated and distributed to multiple media owners through OpenLoop, QDOT’s dynamic digital OOH campaign management platform, just hours after each episode airs.
The UGC powered OOH campaign was created by Sky Atlantic and planned by Rapport and forms part of a broader outdoor and multi-channel push spanning TV, radio, digital, and social.
This Game of Thrones fan-led campaign capitalises on the shows prolific social buzz, providing a fun and fresh execution that drives intrigue and excitement around key episodes and events. Digital OOH is the ideal medium for broadcasting online conversations whilst rewarding participation from the shows hardcore fanbase.
Dan Dawson, chief creative technology officer at Grand Visual, said:
“This fully integrated campaign makes the most of Digital OOH’s ability to react and evolve to social triggers and conversations. Its scale and immediacy make it the perfect platform to amplify this season’s highlights whilst engaging loyal fans with a humorous playout, that extends the life and reach of the show’s social strategy.”