Brand
ZYNGA
Game of Thrones: Legends
[THE CHALLENGE]
Zynga, a leader in mobile and social video gaming, was developing Game of Thrones: Legends, a new mobile RPG set in the beloved, brutal world of Westeros.
To create excitement and attract both Game of Thrones fans and mobile gamers, they needed a campaign that authentically captured the essence of the franchise while highlighting the game's unique features.
[OUR APPROACH]
We traveled to the iconic Game of Thrones Studios in Northern Ireland to take part in a talk/game show hosted by Zac and Fall from Deerstalker Pictures, two renowned cosplayers and content creators in the fantasy and gaming space. We were also joined by Lee from The Film Theorists, Ben from How To Beat, and Ryan from ScreenCrush.
To draw viewers and hype up the premiere of “Throne Talk,” we leveraged AWE me’s 7M+ subscriber base by producing 2 new videos for the channel: 1, an announcement of our collaboration with Game of Thrones: Legends that teased the live game show; and 2, a travel vlog that captured Kerry’s experience at the Game of Thrones Studios.
We were approached by Zynga to create two items featured in Game of Thrones: Legends to bring to the talk show. The first item was a precise replica of the “Slender Dagger” from the game. The second was a beautiful recreation of a “Chain Belt,” showcasing the artistry and craftsmanship of Westeros.
Finally, we produced two standalone videos for AWE me Artists that documented the forging process of both the dagger and the belt, complete with a treasure chest unboxing experience gifted by the team at Game of Thrones: Legends.
[RESULTS]
CONQUERING THE REALM:
The talk show was posted to the official Deerstalker Pictures YouTube channel, and was talked about across YouTube, Instagram, Facebook, Reddit, and X, sparking discussion and excitement for Game of Thrones: Legends.
CROSS-CHANNEL IMPACT:
Working together with the other channels to post and promote content simultaneously garnered 1M+ views and more than 30M+ impressions on YouTube over 3 weeks for “Throne Talk” and related videos.
COMMUNITY-DRIVEN:
Understanding that gamers value community and authenticity, we couldn’t settle for basic advertising. The partnership with Deerstalker Pictures, ScreenCrush, The Film Theorists, and How To Beat allowed us to share passionate fanbases, generate organic excitement, and drive downloads through engaging content like interviews, trivia, role-playing games, and live gameplay walkthroughs.
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