DETHRONED by BBDO New York for HBO

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DETHRONED

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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market United States
Agency BBDO New York
Art Director Marcel Yunes
Copywriter Rick Williams
Editor Micah Scarpelli
Released March 2012

Credits & Description

Category: Best Use of Games
Advertiser: HBO
Product/Service: GAME OF THRONES
Agency: BBDO NEW YORK
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Directors: Greg Hahn/Mike Smith (BBDO New York)
Art Director: Marcel Yunes (BBDO New York)
Copywriter: Rick Williams (BBDO New York)
Head Of Interactive Production: Niklas Lindstrom (BBDO New York)
Executive Producers: Diane Hill/Ashley Sferro (BBDO New York)
Senior Producer: Katrina Cass (BBDO New York)
Digital Production Company: (Stink)
Director/Editor: Rob Groenwold (Stink)
Editor: Micah Scarpelli
Sound Design: (Headroom)
Content Producer: Namik Minter (BBDO New York)
Account Team: Tara Deveaux/Leland Candler (BBDO New York)
Media placement: Teaser Video - YouTube - 5 March 2012
Media placement: Facebook App - Facebook - 5 March 2012

Describe the objective of the promotion.
If your Facebook friends had to choose between you and another friend, who would they betray?

Introducing 'DeThroned', a Facebook game to help promote HBO’s popular TV series Game of Thrones on Blu-ray and DVD.

It’s a social experiment about betraying someone close to you – a recurring situation in the Game of Thrones story. We wanted to connect with Game of Thrones’ audience by making them feel what the characters feel.

'DeThroned' forces your friends to make a difficult choice: betray you or betray another Facebook friend. And the consequences are deadly.

It all becomes a customised promotion for the DVD.

Describe how the promotion developed from concept to implementation.
'DeThroned' lived entirely on Facebook, and challengers were drawn in with provocative videos sent to Game of Thrones’ millions of fans asking them if they know who their true friends really are.

To play, you simply select a Facebook friend to challenge for the Iron Throne. If they accept, your mutual friends must secretly vote who wins, and who dies.

It’s a disturbing choice, and an even more disturbing revelation of where your friends’ loyalties lie.

When the votes are in, the players receive a first-person execution film, which ends with the winner tossing the loser’s head next to the DVD.

Explain why the method of promotion was most relevant to the product or service.
Game of Thrones is a medieval fantasy television series created for HBO that follows rival families that violently struggle for control of the Iron Throne. In the series, betrayal is a recurring theme, which is why our 'DeThroned' app pitted Facebook friends against each other.

Every Verdict Video becomes a personalised promotion for the DVD that’s shared on both players’ Facebook timelines.

Additionally, every page of the interface is flanked with a retail banner that leads to directly to the DVD purchase page on HBO.com.

Describe the success of the promotion with both client and consumer including some quantifiable results.
'DeThroned' helped Game of Thrones become the fastest-selling HBO DVD ever, with over 350,000 units sold in its first week alone.

Thousands of Facebook friends were challenged, scores of friendships were shaken, and record numbers of DVDs were sold.

Game of Thrones 'DeThroned'. Take the challenge, but remember: you win or you die.