Bell Media is inviting Game of Thrones fans to find their inner Joffrey with a new marketing campaign promoting season four of the popular HBO Canada fantasy series.
Developed by the Bell Media Agency in partnership with Bell Media Mix, Astral Out-of-Home and Ad-Dispatch—a company specializing in augmented reality experiences—the multi-faceted marketing campaign includes both paid and in-house media.
Bell claims the campaign demonstrates the combined power of Bell Media and Astral Media. Jon Arklay, senior vice-president, Bell Media Agency, brand, creative and marketing, said the idea was to promote the show’s premiere in a manner similar to a major theatrical release.
The campaign is constructed around a free iOS and Android app called iris Game of Thrones: Conquer the North, which, when downloaded, enables users to use their mobile device to interact with hundreds of transit shelter ads throughout Toronto—as well as an expansive domination campaign at Union Station—and online at a dedicated website.
When users point the app over select artwork from the series, it will trigger an augmented reality animation and three unique viewing experiences.
The app also encourages them to take a selfie depicting them sitting on the show’s iconic Iron Throne. It also provides access to free GoT content that will be updated weekly.
The digital activity is being complemented by traditional advertising that includes digital billboards in Toronto’s Dundas Square and along the Gardiner Expressway that count down to Sunday’s Game of Thrones premiere.
The campaign also includes extensive promotion across Bell Media’s TV, digital, radio and social media platforms, as well as print ads in Movie Entertainment magazine and promotion in select Bell retail stores across the country.
Bell has previously promoted the show on marquee properties, including CTV’s broadcasts of the Super Bowl and the 8th Annual Academy Awards.