Game of Thrones
When you play the Game of Data, you win by using measurable metrics. DIVE monitors data driven creative to engage audience conversations. With the Game of Thrones finale, DIVE promoted the top-trending contender for the crown in global markets such as New York, Toronto, and London UK. The first-of-its-kind activation won DIVE a MIA (Media Innovation Award)
February 28, 2019
Toronto
Game of Thrones (GoT) is the most Tweeted about television show of all time with more than 100 million Tweets about the show in 2019 alone. Based on the 2018 numbers, the conversation on Twitter was anticipated to be even bigger for the final season and there was a unique opportunity to combine the unprecedented activity around the GoT show and its many “throne contenders” and the power of technology to deliver a real-time experience for fans.
Our big idea was to leverage trending Twitter data for each of the twenty GoT throne contenders and launch a new way to deliver creative - called “Data Driven Playback” (“DDP”). With DDP the OOH (Out-Of-Home) media was booked as one “takeover block”, and instead of trafficking “canned” creative to the OOH vendors, a URL was used to enable a completely dynamic playlist (allowing us to manage the content) and character art shown was based on the character trending at that specific moment.
Photobook
