Creative Execution

Analysis before the season-4 revealed maximum search&buzz for the Red-Wedding scene. Taking cue, we created bait in the form of a fake(disguised) video and called it ‘The truth behind the red-wedding scene’. The video was hosted on a landing page that was purposely made to look like a pirate site. Customized communication for this video was then placed at various GOT touch-points. Fake torrents were created on the torrent sites. Text-ads with video download-link were placed on Google search. Banners with download links were placed in various GOT-forums. Fake profiles were created to spread the video link across social networks.

When fans looked for exclusive GOT content on Google,torrent sites or any GOT-forum they came across our secret-video link, which took them to a fake landing-page to download a disguised video.On watching the video, users received a sweet-shock.Just before the scene intensified, the video glitches and displayed an anti-piracy messaging, informing users of easy availability of original GOT on TataSky-VOD at the click of a button.In 3months,across 22-forums,6 torrent-sites,Facebook,Twitter and on Google, 1.1million young fans were taken through a disguised-journey to make them discover that GOT is now easily available on TataSky-VOD. TataSky VOD registered 12,105 GOT downloads during campaign-period.

Tata Sky-VOD (Video-on-demand) allows a user to download popular movies and series from its library. In India, Tata Sky-VOD is the only source for original Game-of-Thrones(GOT) series. Our task was to generate 10,000 downloads of season-4 of GOT from the VOD library. Research showed that 91% of GOT fans in India are youngsters between 15-to-28years and they were already downloading GOT from torrents as it was never readily available in India. Also, before the launch of every new season fans actively searched/looked for exclusive catch-up content from the popular events of previous season. We coupled this observation with the insight – ‘Learning through discovery is more effective than instructional learning’. We created a disguised campaign where we didn’t tell fans that GOT is easily available on Tata Sky-VOD but made them discover it by taking them through the piracy journey that they were already familiar with.