Creating Interactive Fun and Games
This is my favorite part of this chapter. This case study will give you a first-class start at creating something online that’s truly remarkable and delightful. You won’t have to try to push people to do anything to get close to your brand. Fans almost greedily pursue this level of engagement.
In 2011, HBO began airing Game of Thrones, a TV series based on A Song of Ice and Fire, the award-winning series of high fantasy novels by George R. R. Martin.
To help raise awareness about the series, HBO contacted Campfire NYC, a marketing agency specializing in “social storytelling.” The novels are about swords, sex, and the quest for power at all costs. That’s pretty exciting promotional material. Nonetheless, Campfire NYC’s work was highly creative and wildly successful. Rarely has an ad campaign provided so many brilliant ideas and so much interactive fun for fans. Their experience can show you what’s possible with your own campaigns.
Enticing via aromas
Campfire NYC sent influencers an elaborate “Maester’s Path Scent Kit” intended to evoke the scents of key locations in the fantasy series. Each kit was a box crafted to match the design and art direction of the series, inside of which were yellowed scrolls and dusty, medieval-looking bottles. (See Figure 17-2.) The scents in the bottles ...