Creative Campaigns #14 – White walkers roam for Game of Thrones series 7

Sky came up with a great public relations stunt to promote Game of Thrones series seven starting.

The broadcaster caused a stir across London by unleashing five White Walkers to let everyone know that winter has arrived and that Game of Thrones is back.

Watch the video from Business Insider UK here…

Made up monsters invaded famous UK landmarks like Hadrian’s Wall, The Tower of London, Oxford Circus and Buckingham Palace making their chilly prescence felt. A White Walker even got on a horse to cross over Tower Bridge!

This stunt is part of a longer, larger, layered strategy from Taylor Herring to welcome the return of GOTs to our screens. The PR agency has already done a live ice-melting stunt, a chatbot and an unaffiliated Duolingo High Valerian course to bring the raunchy sword swinging series to the forefront of our minds again.

This event was about awareness and engagement. It allowed people to engage with the new series by capturing the stunt on their phones and sharing it online.

It’s very simple but highly effective, achieving maximum publicity for a very small outlay. The cost of actors, costumes, make up and filming will be minimal in comparison to the awareness and coverage this stunt will have got.

The video of the actors went viral extremely quickly and a shudder of excitement went through fans as they realised it wasn’t long until the new series started.

It’s not the first time that Game of Thrones has used this PR tactic, it did something similar for season four with ice giants taking to the streets of London. It’s a brilliant idea (recycled or not!), well executed and has achieved the desired coverage – congratulations Taylor Herring!

The eagerly awaited seventh series of Game of Thrones starts on the 17th July. If you’re a fan, make sure you’re tuned in to see winter arrive!

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