Hodor! Bell goes big for Game of Thrones premiere

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 […]

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.

Media Articles

Conventional TV revenues fall $46 million in 2015: CRTC

Local and national airtime sales decline, but remain relatively stable

TSO getting in tune with digital

A quarter of its media budget now devoted to digital, with plans to break the 30% threshold next year

Raptors win caps monster weekend for Sportsnet

Four telecasts top 1 million-viewer mark

Drake takes flight over Toronto

Aerial banner promotes rapper's newest album, Views

Sport Chek celebrates Raptors’ win in timely fashion

Out-of-home campaign celebrating victory launches within minutes of final buzzer

Videology’s Q1 report shows shifting objectives in video ads

'Canada Video Market At-A-Glance' also shows marketers buying in on mobile video

YouTube launches six-second ad format

Bumper format pitched as ideal, unskippable solution for mobile-first audiences

NY senator: ‘Spying billboards’ may violate privacy rights

Clear Channel Outdoor Americas' Radar program called into question

Of course Russell Simmons is opening his own ad agency

The in-house content route is best taken by media who aren't brand-friendly otherwise